Desktop device fingerprinting is a powerful technique that enables digital marketers to identify the devices that visit their sites, and glean a wealth of customer information. This data is used to build a profile of a user’s unique device attributes and characteristics, allowing them to target ads and content more effectively. While the advantages of fingerprinting are clear, its use by websites to track users across multiple sites and platforms is a significant privacy violation that must be addressed.
Unlocking the Potential of Website Device Fingerprinting: A Comprehensive Guide
As the popularity of fingerprinting grows, some major ad tech vendors have been accused of using it as a backdoor to bypass cookie restrictions. For example, in the wake of Google’s decision to ban third-party cookies, fingerprinting has emerged as an alternative persistent identifier for tracking purposes.
The most effective defense against this method is to use a privacy-focused web browser, such as Mozilla Firefox with the Privacy Badger extension, Brave Browser, or Tor Browser. These browsers are designed to obfuscate or obscure the data used for fingerprinting, and they also include features like tracking protection, private browsing mode, and VPN support that help keep your internet traffic secure.