The Quiet Way Advertisers Are Tracking Your Browsing

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The Quiet Way Advertisers Are Tracking Your Browsing
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Cookies are on the way out—but not enough is being done about browser fingerprinting. So what is it?

. But stopping them ends only one kind of online tracking—others are arguably worse.

Fingerprinting, which involves gathering detailed information about your browser’s or your phone’s settings, falls into this category. The tracking method is largely hidden, there’s not much you can do to stop it, and regulators have done little to limit how companies use it to follow you around the internet.that make up your fingerprints are thought to be unique to you.

“It takes information about your browser, your network, your device and combines it together to create a set of characteristics that is mostly unique to you,” says Tanvi Vyas, a principal engineer at Firefox. The data that makes up your fingerprint can include the language you use, keyboard layout, your timezone, whether you have cookies turned on, the version of the operating system your device runs, and much more.

By combining all this information into a fingerprint, it’s possible for advertisers to recognize you as you move from one website to the next.looking at fingerprinting have found that around 80 to 90 percent of browser fingerprints are unique. Fingerprinting is often done by advertising technology companies that insert their code onto websites.

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