Google’s new tracking system bypasses VPN and Tor
Google allowed itself a rather controversial technology that it called unsuitable 6 years ago. What has changed and why was this decision made?
Google has drawn attention from regulators and privacy advocates with a new user tracking method. Instead of traditional cookies, the company has switched to digital fingerprinting, making online anonymity practically impossible.
Digital fingerprinting allows advertisers and data brokers to collect information about users based on their internet activities, spanning across different browsers, sessions, and devices. Even VPNs, Tor, and private browsers won’t help maintain privacy, experts warn.
Previously, Google used cookies that could be blocked using special extensions, incognito mode, or cache clearing. The new method is significantly harder to circumvent: user data is formed based on device parameters, IP addresses, installed fonts, and other factors.
Google’s innovation has prompted sharp reactions from regulatory bodies, especially in Europe, where data protection is strictly controlled. A UK ICO representative called digital fingerprinting an “irresponsible” measure and warned that advertisers would need to prove compliance with strict laws.
Notably, in 2019, Google itself criticized such technology, calling it unfair to users. Now the company explains the transition as “evolving privacy protection technologies,” including on-device data processing and secure computing. However, experts believe the reason is simple commercial benefit.
Digital fingerprinting allows combining data from various devices and services, creating accurate user profiles. This benefits not only advertisers but also government structures that can track journalists, activists, and others interested in anonymity.
Industry experts believe that Google has effectively opened Pandora’s box. Now other companies will begin actively using the technology, intensifying user surveillance, and this will become the new norm. Additionally, it’s noted that the volume of collected data will significantly increase.
Google justifies its move by citing the growth of advertising platforms such as Connected TV (CTV) and claims that the company’s technologies help advertisers maintain a balance between targeting and privacy. However, critics note that the company’s main motive is not user safety but profit.
