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What is Device Fingerprinting in Online Marketing Space

device fingerprinting

Modern marketing and advertising agencies must be capable of reaching potential customers on time and on the correct device. That is why they are always looking for new methods to engage with their customers.

Advertisers were given an opportunity they had never had before when advertising shifted from physical venues to the online world. Advertisers were given the opportunity to target clients with tailored targeted adverts.

Individual ad targeting, which mainly relied on web cookies, has become the norm for online advertising.

However, the usefulness of web cookies has been hampered by increasing customer demands for data privacy.

Users have been removing web cookies, restricting their use, and even using ad blockers throughout the years.

To maintain a continuous relationship with customers through targeted adverts, marketing, and advertising agencies utilize a new type of monitoring called fingerprinting to track users around the internet.

What is internet marketing fingerprinting and how does it work?

What Fingerprinting Really Is

In the same way that fingerprinting is used to identify a person's identity in a police encounter, fingerprinting is used in digital marketing to follow a person's information, but through their device. It's referred to as device fingerprinting.

Device fingerprinting, also known as browser fingerprinting, canvas fingerprinting, and machine fingerprinting, is a means of determining a gadget based on its unique configuration.

Unlike online cookies, which are saved on the user's end, such as on their device or browser, device fingerprints are saved on the server, in a database.

Fingerprinting in Online Marketing

Prior to its acceptance for internet marketing, fingerprinting was mostly employed to fight software piracy and financial fraud.

Fingerprinting was employed first to ensure that the object's application was restricted to just authorized computers. Anti-fraud businesses utilized it to detect devices that had participated in fraudulent transactions.

In today's world, fingerprinting is used to recognize a user based on his behavior on several gadgets.

Apart from depending on web cookies to provide customized adverts, it has become a strong new tool for marketers and advertisers in targeting consumers.

Marketers and advertisers can track online behavior more efficiently with device fingerprinting than with other existing digital marketing techniques.

Cookies can be banned or erased, but device fingerprints are more difficult to remove once they have been gathered.

Device fingerprinting's developer even claims that the method can link the fingerprints of multiple devices used by the same person.

Device fingerprinting could assist provide customized adverts to consumers based on their behavior on computers, cell phones, and other devices by gathering information about them online.

Fingerprinting as a Tool in Online Marketing

Device fingerprinting is a strong method that marketers and advertisers employ as a fallback option in marketing campaigns.

When tracking a device ID isn't possible because the network doesn't support the required identifiers, or when conducting a promotion to monitor device IDs as a cautionary to those who turned off the tracking identifier, machine fingerprinting can be utilized.

Tracking and Analytics

Device fingerprinting is certainly one of the greatest technologies for analytics and tracking, in addition to avoiding credit card and financial fraud. It is capable of correctly identifying and reporting unique visitors.

Fraud on the Internet

Device fingerprinting can be a handy tool for marketers working for eCommerce firms in assessing whether or not an order is from a fraudster. This can assist business owners in determining whether or not to cancel the order.

The Benefits of Device Fingerprinting

Although there are several methods for tracing targeted ads on a device ID, they are ineffective for mobile marketers that want to track their entire marketing campaign.

Because not all ad networks accept the insertion of advertising identifiers, marketers and advertisers are unable to verify who the client is and whether the conversion was caused by an ad.

People are more likely to use numerous devices to complete tasks when they conduct varied activities online. This makes it difficult for brands to engage with customers and prospects.

People are also removing cookies and running ad blockers on their devices as a result of the ongoing demand for data privacy, reducing the usefulness of web cookies to generate ROI.

Marketers and advertisers can monitor consumers through device fingerprinting because each device has a unique setup. When online cookies aren't working, device fingerprinting is the greatest backup plan for tracking.

How Does Device Fingerprinting Works 

Advertisers use device fingerprinting to identify consumers who have interacted with their adverts. It operates by creating a "fingerprint" of the user using publicly available device data.

The device kind, location data, and other information useful to marketers can all be included in the "fingerprint." When internet-connected devices connect to a website page or a server, they always send this type of data.

When a digital device establishes a connection, it transmits information about its qualities and settings, such as the web browser it's using, the screen resolution it's using, and the internet speed it's using, so it can interact with sites and other computers smoothly.

Device fingerprinting technology compiles the data into a profile that can recognize the devices and, more importantly, the people who use them.

Even if devices have the same manufacturer or model, their configurations differ, such as the plugins installed, the browser used, and the hardware.

These traits distinguish devices from one another, making device fingerprinting a powerful tool for tracking and delivering adverts to the proper audiences.

Is Fingerprinting on Devices Legal Under GDPR

Device fingerprinting is obviously highly beneficial for providing tailored advertisements. However, it should not be limited to marketers and advertising.

When it pertains to bank and credit card fraud, device fingerprinting can absolutely help internet customers. It can aid in the administration of digital rights and the prevention of bank fraud.

Despite the fact that device fingerprinting appears to be a more powerful technique than web cookies and may pose a threat to privacy protection, internet users should rest easy thanks to the GDPR law's protection.

Marketing and Advertising agencies can feel safe employing this technology if they meet one of the GDPR's six legal bases, such as genuine interest or permission.

If a corporation wants to utilize device fingerprinting for marketing and advertising purposes, the user must give explicit approval.


The digital media environment is becoming more complex as technology progresses.

As customers become more unpredictable with their browsing habits, marketers and online merchants will struggle to stay up with the growing number of consumer touchpoints.

Business owners can fill the gap in their total marketing efforts by using fingerprinting in online marketing.

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