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So I've read the article and I even read the Google post they linked in and yet can't understand what exactly are these changes. It mentions fingerprinting but

So I've read the article and I even read the Google post they linked in and yet can't understand what exactly are these changes. It mentions fingerprinting but what exactly is Google changing ? They speak about "advances in privacy-enhancing technologies (PETs)" and then later on "Internet Protocol (IP) addresses are already commonly used in the broader ads ecosystem to help marketers reach people across their customer journey and measure how their ads are working, especially on CTV. At Google, we have already been using these signals responsibly to fight against spam and fraud for years. Now, with new innovations like PETs to mitigate risks, we see an opportunity to set a high privacy bar on the use of data like IP. We can do this by applying privacy-preserving protections that help businesses reach their customers across these new platforms without the need to re-identify them. And because we’re looking to encourage responsible data use as the new standard across the web, we’ll also partner with the broader ads industry and help make PETs more accessible" I consider myself fairly smart and used to read between the lines of the usual corporate bullcrap but here it's so convulated. That got to be a new high. Take a look here https://support.google.com/marketingplatform/answer/15732590?hl=en https://support.google.com/marketingplatform/answer/15732590... Not sure even Gemini ai can unbullshitify that :)

spwa4 2y ago
I think this should be interpreted as "we have become so good at identifying users without the traditional tracking signals that we are confident if privacy-preserving protections kick the industry in the nuts, it would massively lower CPI/CPC for all actors ... except Google", and therefore be really helpful. So they will now do what they can to help anyone who claims "data like IP" needs strong privacy protections.
- kevin_thibedeau 2y ago
  This is why googletagmanager.com and googleapis.com need to be kicked in the nuts.
topranks 2y ago
The difference is now Google will pass on user-identifying information to the advertisers who use its services. Google always has this info. Now they are going to share it with their customers.
crazygringo 2y ago
I too am struggling to understand. The key sentence seems to be: > These details along with someone's IP address - the unique identifier used by internet devices - were previously prohibited by Google for ad targeting. I don't understand how fingerprinting can be used for ad targeting, however? Fingerprinting is used to build a profile, and you've always been able to target profile categories. Is this about targeting specific previous visitors to your website? This article presents absolutely zero information about anything that has actually changed. It says: > Changes which come in on Sunday permit so-called "fingerprinting" But fingerprinting isn't something that is permitted or not. It just exists. It can't be stopped on the modern web. If anyone knows what concrete change Google made that supposedly takes place today, it would be great to know.
charles_f 2y ago
From what I understand, and there's some extrapolation so I may very well be wrong, the difference here is that rather than basing targeting on identification cookies and Google Ad Id, they're now using stuff like fingerprinting and ip addresses to identify and cross reference people. I find it so extremely disingenuous to call that "privacy enhancing technology" and lay it heavy on the fact that it's less intrusive, when the difference is that instead of inserting a tracker in your browser they do the same tracking without the tracker, and in a less bypassable way.

spwa4 2y ago

I think this should be interpreted as "we have become so good at identifying users without the traditional tracking signals that we are confident if privacy-preserving protections kick the industry in the nuts, it would massively lower CPI/CPC for all actors ... except Google", and therefore be really helpful. So they will now do what they can to help anyone who claims "data like IP" needs strong privacy protections.

kevin_thibedeau 2y ago
This is why googletagmanager.com and googleapis.com need to be kicked in the nuts.

topranks 2y ago

The difference is now Google will pass on user-identifying information to the advertisers who use its services. Google always has this info. Now they are going to share it with their customers.

crazygringo 2y ago

I too am struggling to understand. The key sentence seems to be: > These details along with someone's IP address - the unique identifier used by internet devices - were previously prohibited by Google for ad targeting. I don't understand how fingerprinting can be used for ad targeting, however? Fingerprinting is used to build a profile, and you've always been able to target profile categories. Is this about targeting specific previous visitors to your website? This article presents absolutely zero information about anything that has actually changed. It says: > Changes which come in on Sunday permit so-called "fingerprinting" But fingerprinting isn't something that is permitted or not. It just exists. It can't be stopped on the modern web. If anyone knows what concrete change Google made that supposedly takes place today, it would be great to know.

charles_f 2y ago

From what I understand, and there's some extrapolation so I may very well be wrong, the difference here is that rather than basing targeting on identification cookies and Google Ad Id, they're now using stuff like fingerprinting and ip addresses to identify and cross reference people. I find it so extremely disingenuous to call that "privacy enhancing technology" and lay it heavy on the fact that it's less intrusive, when the difference is that instead of inserting a tracker in your browser they do the same tracking without the tracker, and in a less bypassable way.