The need for user information is growing driven AI adoption. AI needs data for both training and to operate efficiently in the right user context. Recently Google went against its own advise and openly gave “its advertisers the go-ahead to use digital fingerprinting to uniquely identify internet users and track their actions across the web.” This does not mean that it was not done until now, it is just becoming valid method for Google. In the light of the waning cookie replacement initiative, there are not that many options left. The cookie replacement initiative had one challenge - it was not fixing the issue, it barley isolated cookies from other trackers, by expecting to use your login instead of them. As result Google can securely follow you everywhere.
Most expect some form of global prompt for the tracking to impact the ad industry as users ask not to be tracked, but it is not clear how it will be implemented and what will be the impact at that stage. For users with Google accounts used in browsing that is not relevant anyway as they are tracked already
Original article
source: Forbes
