So I thought this is never going to fly under GDPR. Then the article goes on to say:

Many privacy laws, including the EU’s GDPR and California’s CCPA, require user consent for tracking. However, because fingerprinting works without explicit storage of user data on a device, companies may argue that existing laws do not apply which creates a legal gray area that benefits advertisers over consumers.

Oh come on Google, seriously? I remember a time when Google were the good guys, can’t believe how they’ve changed…