Google’s Support for Fingerprinting: A Step Backward in Privacy-First Advertising

At Utiq, our mission has always been clear: to redefine addressability in digital advertising through a privacy-centric, consent-based approach. We believe that user trust and control are the foundation of a sustainable and ethical advertising ecosystem. That’s why we find Google’s recent decision to support “fingerprinting” as a re-identification technique deeply troubling – a move that undermines the very principles of user privacy and transparency.
The Problem with Fingerprinting
Fingerprinting, by design, enables the collection of device and browser characteristics to identify and track users without their knowledge or consent. Unlike cookies, which offer at least some semblance of user control, fingerprinting operates covertly, leaving users powerless to opt out. This practice not only violates fundamental privacy principles but also erodes the trust consumers place in digital platforms.
Google’s shift in policy has sparked concerns from regulators such as the ICO (Information Commissioner’s Office) and privacy advocates globally. These concerns are not unfounded. Fingerprinting flies in the face of growing global privacy regulations, including GDPR in Europe and CCPA in California, which emphasise transparency, user control, and consent.
The IP Address Contradiction
Google’s approach to IP addresses reveals another troubling inconsistency. While their Privacy Sandbox initiative promises to phase out IP tracking, their marketing platform plans to continue using IP addresses for advertising. This stark contrast between public privacy commitments and actual practices further erodes trust in their stated privacy-first principles. Such contradictions highlight why the industry must move toward truly transparent, privacy-respecting solutions.
Utiq’s Stance: Privacy-First and Consent-Based Addressability
At Utiq, we’ve taken a firm stance on addressability: advertising must respect user privacy, operate with transparency, and be based on explicit consent. This is why our model relies on first-party identifiers and an ecosystem built on trust. By partnering with telcos and lo enable human, deterministic consent, we provide advertisers with scalable solutions that prioritise user rights while delivering measurable results.
Google’s embrace of fingerprinting represents a step in the wrong direction, prioritising short-term advertising gains over long-term sustainability. By relying on covert tracking methods, they risk alienating users and inviting further regulatory scrutiny.
The Case for Responsble Advertising
We believe the industry needs to move forward, not backward. Responsible advertising isn’t just a regulatory necessity; it’s a business imperative. A privacy-first approach builds trust, which in turn fosters stronger relationships between brands and consumers.
At Utiq, we’ve demonstrated that it is possible to achieve scaled, deterministic addressability without compromising privacy. Our solutions enable advertisers to target audiences effectively while ensuring users remain in control of their data. Consent isn’t an obstacle—it’s an opportunity to create a more transparent and mutually beneficial relationship between businesses and consumers.
A Call to Action for the Industry
Google’s decision highlights the urgent need for the industry to come together and establish clear standards for privacy-first advertising. We cannot allow covert tracking methods like fingerprinting to become the norm again. Instead, we must champion solutions that prioritise user control, transparency, and consent.
The future of digital advertising depends on our ability to strike the right balance between innovation and responsibility. At Utiq, we remain steadfast in our commitment in leading the way toward a more responsible, privacy-centric ecosystem – one where users, advertisers, and publishers can thrive in harmony.
The time for action is now. Let’s reject practices that compromise user trust and work together to build a future that respects the rights of every individual online.