In much the same way as Google decided not to kill off third-party cookies in Chrome, the company’s recent announcement of a more relaxed stance on fingerprinting has certainly raised some eyebrows.
With the ad policy update, which came into force in February, Google has adopted a more lenient approach to how advertisers, vendors and publishers can attempt to track users across digital mediums, such as CTV and game consoles, by creating a digital fingerprint for identifying individual devices.
In announcing this update, Google cited advancements in Privacy Enhancing Technologies (PETs) that make this device tracking more viable and secure than it was before. This stance has come full circle with the move to use IP addresses within DV360’s connected TV offering. …