The tracker can no longer see what you've visited in the past.įingerprinting creates a string that can't be cut by creating a new persistent identifier. Clearing your cookies is like cutting that string into different segments, and the more often you cut the string, the smaller the segments become. Each pin represents a site that you've visited, and a tracker can trace that string to see what you've visited in the past. Think of your browsing habits as a string that connects different pins on a board. But the user can clear cookies and advertiser IDs to remove the persistent identifier linked to their particular browser or mobile device. The most common way to retarget ads on the web is through browser cookies, and apps can use the advertiser ID provided by both iOS and Android. Retargeting, or recognizing a return visitor and marketing materials based on their previous browsing, is a powerful way for marketers to increase click-through rates and generate revenue. Digital advertising is a business worth hundreds of billions of dollars.
Fingerprinting and Retargeting Anchor linkįingerprinting is done extensively by tracking companies, who use this information to target users with ads or sell that information to data brokers. These trackers are given unprecedented insight into the daily activities of the user, giving them information that is often specific enough to know what a user is doing at any moment and even where they are using their device. This allows that company to track an individual across their usage of multiple sites they visit or apps they have installed. As an individual uses their device, a specific third-party tracker may be loaded on multiple apps installed or sites visited. In most cases, fingerprinting is performed by a third-party rather than directly by the site someone is visiting or the app someone is using. The two main forms are browser fingerprinting, where this information is delivered through the browser when a user visits remote sites, and device fingerprinting, when the information is delivered through apps a user has installed on their device. Digital fingerprinting is the process where a remote site or service gathers little bits of information about a user's machine, and puts those pieces together to form a unique picture, or " fingerprint ," of the user's device.
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