Often referred to as canvas fingerprinting, browser fingerprinting or device fingerprinting for tracking, this method helps track and identify devices by gathering data points that are unique to each device. It’s most commonly used by online advertisers and analytics providers to help create profiles of users to deliver targeted ads or provide a better overall experience across websites, apps and other touchpoints.

Device fingerprint user device for tracking is also a valuable tool for security and authentication purposes, providing a means of uniquely identifying a user’s digital footprint. By combining a range of data points, such as the device type, screen resolution, battery level, installed fonts and plugins, language preferences, operating system version, and network characteristics (including proxy/VPN detection), device fingerprinting solutions can quickly identify anomalies or inconsistencies, which may indicate suspicious activities like identity theft.

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When choosing a device fingerprinting solution, look for one that generates persistent and unique identifiers so that the same device can be recognized over time, even when cookies are cleared or the device IP address changes. Also, make sure your choice has a proven record of accuracy to avoid false positives and negatives. Finally, consider how GDPR and other privacy regulations might impact your use of this technology. Processing personal data without consent is illegal under GDPR and similar laws, including ePrivacy, which will likely launch in late 2019. However, if you can demonstrate legitimate interest as a business, you might be able to justify using device fingerprinting techniques.