Privacy advocates in the US have condemned Google’s latest online tracking system, calling it a “blatant disregard for user privacy.”
The new technology, called “fingerprinting,” launched Sunday, allowing advertisers to collect detailed user data, such as IP addresses and device information.
Google justified the new technology, stating that other companies already use similar data and highlighting its commitment to responsible data practices.
In a blog post announcing the changes, the company said evolving internet habits, such as browsing on smart TVs and gaming consoles, have made traditional tracking methods including cookies less effective for targeted advertising.