Device fingerprinting is a forensic technique that can be used to detect fraud. It allows marketers and AdTech companies to pinpoint suspicious activity, as well as target ads and prevent fraudulent transactions.
The technique works by identifying the device by its hardware, software, and language preferences. These hints are collected and stored in a server-side database, which can be accessed by merchants and websites. This data can help to combat fraudulent behavior, such as click fraud. It is also used by AdTech vendors for analytics purposes.
Although it can be beneficial for business and advertising, privacy advocates have raised concerns about the potential impact of device fingerprinting on consumer privacy. Specifically, the European Union’s General Data Protection Regulation (GDPR) states that processing personal data is only legal when there is a lawful basis.
Despite this, the privacy implications of device fingerprinting are not fully understood. As the digital landscape becomes increasingly complex, it is essential that advertisers stay on top of new touch points. Luckily, device fingerprinting can help to identify these users, as it provides a unique device identifier for each user.
Generally, the process is carried out by software or apps. However, some websites also use fingerprinting. If a website is using the technique, it may be necessary to inform the user of this fact.
Device fingerprinting is often employed by advertisers to show more personalized ads. Advertisers can target ads to specific devices, thereby increasing the likelihood of a positive conversion. But it is not always easy to prevent fingerprinting. Using popular browsers or VPNs to hide your IP address can prevent fingerprinting. In addition, it is important to ensure that you have given your consent to the use of fingerprinting.
There is a risk that fingerprinting of mobile devices will become common. Some of the measures that device fingerprinting can be taken to prevent this are to use the latest version of your web browser or to install an incognito mode.
Unlike cookies, which can be deleted, fingerprinting is not easily eradicable. Moreover, it can be used by fraudsters to bypass security measures. Therefore, it is essential that you use strict measures to avoid the risk of fingerprinting.
To determine whether a website or other source uses device fingerprinting, you can check its website’s privacy policies. You can also use tools such as Ghostery to check for tracking technologies. Another way to make sure that a website doesn’t use fingerprinting is to call its customer service.
While device fingerprinting has a lot of benefits, it is not always a reliable method of preventing fraud. There are cases when two devices with the same fingerprint could produce a false positive. Also, it is difficult to accurately detect and identify friendly fraud. Friendly fraud can occur accidentally or intentionally.
One of the best ways to protect your privacy is to not use device fingerprinting in the first place. However, if you suspect that your data has been fingerprinted, it is best to contact your bank or other financial institutions immediately.