US EditionWhy fingerprinting has a complex relationship with addressable advertising
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Why fingerprinting has a complex relationship with addressable advertising
On February 16, Google relaxed its restrictions on fingerprinting for ad targeting and user tracking across a wide range of devices. Their December 2024 announcement reignited debates about privacy, security and the role of passive device identification in digital advertising. The announcement was certainly a radical reversal from 2019, when Google said it would block fingerprinting for its lack of transparency. But with this recent change of he…
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