As of today, February 16th, Google’s platform policies allow the collection, sharing and usage of IP addresses and other signals across websites, apps, gaming consoles or Connected TV. This has been perceived as a direct contradiction of the company’s long-term anti-fingerprinting policy. The company is expecting that a growing reliance on Privacy Enhancing Technologies will do away with the resulting privacy risks. 

Daniel B. Rosenzweig is the Founder & Principal Attorney at DBR Data Privacy Solutions. He advises clients on legal and technical compliance with data privacy and AI laws, and counsels companies on industry mobile app store requirements, AdTech, and privacy-enhancing technologies (PETs).

Daniel’s legal practice is unique in that he develops and codes technical solutions to help serve as a bridge between legal, marketing, and technical teams, in addition to providing clients the usual legal services.

References:

• Daniel B. Rosenzweig on LinkedIn
• DBR Data Privacy Solutions
• Google: Overview of the Platforms programs policies update (February 2025)
• ICO: Our response to Google’s policy change on fingerprinting
• AdExchanger: Does Google’s U-Turn On Fingerprinting ‘Open New Opportunities’ Or Is It ‘Irresponsible’?
• Peter Craddock: ePrivacy exceptions, advertising, analytics, the limits of consent and server-side processing (Masters of Privacy)
• Sergio Maldonado on PETs and AdTech: Some takeaways from PEPR’24 (USENIX Conference on Privacy Engineering Practice and Respect 2024)