Google’s Shift from Third-Party Cookies to Fingerprinting: A Privacy Improvement or Just a New Tracking Method?
Google’s Latest Privacy Move—What’s Really Happening?
Google is planning to phase out third-party cookies in Chrome, a move that has been framed as a privacy win for users. However, instead of eliminating tracking entirely, Google is shifting toward fingerprinting and other alternative tracking methods like its Privacy Sandbox initiative.
This raises an important question: Is fingerprinting actually worse than third-party cookies? From a privacy perspective, the answer is a clear yes—and here’s why.
Why It’s Important
With Google controlling over 65% of the global browser market, its decisions on privacy and tracking significantly impact how users are monitored online. By removing third-party cookies, Google is taking away a trackable identifier that users could previously manage, but at the same time, it is pushing more covert tracking techniques like fingerprinting that are much harder to control.
If fingerprinting becomes the norm, user privacy may actually decline rather than improve, making it essential to understand the implications of this shift.
Fingerprinting vs. Third-Party Cookies—Which Is Worse?
Persistence & Control
Third-party cookies: Users can block or delete them manually via browser settings or privacy-focused extensions.
Fingerprinting: Nearly impossible to block. Since it collects unique device attributes (like browser version, screen resolution, installed fonts, and time zone), even clearing your cookies or using incognito mode won’t stop it.
✅ Cookies give users more control.
❌ Fingerprinting is stealthier and harder to avoid.
Regulatory Concerns
Third-party cookies are heavily regulated under laws like GDPR and CCPA, requiring websites to obtain consent before tracking users.
Fingerprinting operates in a gray area, making it harder to regulate and enforce privacy protections. Websites can collect fingerprint data without user consent since it doesn’t require storage on a user’s device.
✅ Cookies are legally restricted.
❌ Fingerprinting bypasses most regulations.
Effectiveness for Advertisers vs. User Privacy
Google is pushing Privacy Sandbox, a system designed to replace third-party cookies with alternative tracking models like Topics API (which groups users into interest categories based on their browsing behavior). However, advertisers may still rely on fingerprinting to track users across websites, further eroding user anonymity.
✅ Cookies at least require user permission (in some cases).
❌ Fingerprinting allows secretive tracking without transparency.
Is Google’s Privacy Sandbox Actually a Privacy Win?
Google argues that Privacy Sandbox will reduce individual tracking and make advertising more privacy-friendly. But there are major concerns:
It still allows tracking, just in a more aggregated way.
It keeps Google in control of online advertising, as Chrome will determine which user groups advertisers can target.
It doesn’t stop fingerprinting, which means companies can still track users beyond what Privacy Sandbox allows.
Ultimately, Google is removing one invasive tracking method (cookies) while allowing a more persistent and harder-to-block method (fingerprinting) to rise in its place.
How to Protect Yourself From Google’s Fingerprinting Shift
While Google’s changes may seem privacy-friendly, you can take additional steps to protect yourself:
Use browsers that block fingerprinting
Firefox (Enhanced Tracking Protection)
Brave (blocks fingerprinting by default)
Tor (most effective but may slow browsing)
Install anti-tracking browser extensions
uBlock Origin (blocks trackers and ads)
Privacy Badger (blocks fingerprinting scripts)
CanvasBlocker (specifically prevents fingerprinting)
Use a VPN + Private Browsing Mode
This won’t fully stop fingerprinting, but it can reduce the uniqueness of your digital fingerprint.
Disable JavaScript on untrusted sites
Many fingerprinting scripts rely on JavaScript to collect data. Using NoScript or disabling JavaScript in privacy-sensitive situations can help.
Final Verdict: Google’s Privacy Shift Is a Half-Measure
While Google’s plan to eliminate third-party cookies sounds like a win for privacy, it may actually make things worse by encouraging a shift toward fingerprinting, which is harder to block, less regulated, and gives users even less control.
The best way to stay ahead? Use privacy-focused browsers, block fingerprinting scripts, and be mindful of Google’s evolving tracking tactics.
💡 Want a deeper dive into how to block fingerprinting effectively? Let me know, and I’ll create a step-by-step guide!
Get your free personal cybersecurity & privacy assessment here
Stay secure, stay confident—CyberLife Coach is here to guide you every step of the way!