Google is not new to adjusting its tracking methods, like when they pushed back the end of third-party cookies. This was to calm growing concerns around personal data. At the same time, Google must face enormous pressure from the American government which wants it to sell its Chrome browser, a real headache which weighs heavily on its current strategy.
Privacy-enhancing technologies, often called PETs (Privacy-Enhancing Technologies), are being promoted by Google as a big step toward better protecting users while keeping advertisers in the loop. But hey, all this doesn't happen without some upheaval.
Fingerprinting: a divisive technique
The return of digital fingerprinting gets talked about a lot. This method allows a device or user to be identified without cookies and can be useful, especially for personalizing the experience on connected TVs (CTV) and streaming services. On the other hand, it also raises a lot of concerns.
Stephen Almond, from the ICO (Information Commissioner's Office), expressed his reservations, saying that “fingerprinting is not a fair way of tracking users online. » Many share this opinion and plead for a more privacy-friendly Internet.
Always debates and controversies
The debate around Google's so-called monopoly in online search also continues. The New York Times reports that “Google said on Friday what it thought would have to change to respond to a ruling that it had illegally maintained a monopoly on online search: not much.” » These criticisms really highlight the challenges Google faces as it tries to comply with laws while maintaining its dominant position.
In response to growing antitrust pressure, Google is now proposing to adjust its agreements with other companies to provide more flexibility in choosing the default search engine. On Android, it could also mean giving manufacturers more options to preload several different engines.
What future for user tracking?
The new practices announced by Google represent a major turning point for the global tech industry. They promise more protection for our personal data but we are still waiting to see if they will really be effective in the face of constant criticism and legitimate concerns about privacy.
The big question remains: how to ensure that these technological developments really offer more transparency and allow users better control over their personal information? With artificial intelligence constantly evolving and influencing our digital daily lives, finding the right balance between ethics and data security still seems complicated.
The future of tracking will largely depend on the strategic choices made today by big names like Google. For us, consumers, we must remain informed and vigilant regarding these future developments in this key area.
Google press release source: https://support.google.com/marketingplatform/answer/15732590?hl=en
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