The ban is lifted: Fingerprinting is back.
Google now lets you target users using IP addresses, device information, and screen resolution—no cookies needed.
It’s also allowing companies to target users with chronic illnesses or financial distress via Display & Video 360 ads—possibly in violation of its own privacy policies.
Now, this might be great for advertisers when it comes to attribution and targeting, but it does come at the cost of user privacy. And naturally, privacy regulators aren’t thrilled.
The EU and UK Information Commissioner’s Office argue it removes user control, so expect scrutiny if you’re using it in those regions.
We’ll keep you posted about any updates in regulations. Also…
LinkedIn is tracking, too. The platform is rolling out two new tracking tools, namely:
- Conversions API. Connects first-party data, tracks website actions, phone sales, and in-person events, and optimizes analytics.
- Revenue Attribution Report. Integrates CRM data, tracks long-term revenue impact, and provides strategy insights.
Who can use them: LinkedIn says both tools are “available globally through partner integrations and by API.”
And it claims there are other Revenue Attribution Report features that are being tested and will likely roll out soon, too.
These tools should help you fill in the gaps in your own reporting, hopefully while being compliant with privacy regulations.
… Though that’s obviously not a guarantee.
