What is Fingerprinting?
Fingerprinting is an attribution technique that tracking providers use to identify and distinguish users who interact with ads and with apps. A fingerprint is a collection of data that each device sends when connected to the internet. It includes, for instance:
- brand and model of the device
- the name and version of the installed OS
- the device language
- the location
- IP address
- the carrier that the device is connected to
A fingerprint is anonymous and, therefore, compliant with data privacy regulations. On the downside, it is not 100% accurate. Thus, it is usually only used as a fallback method when more precise tracking methods like device ID tracking do not work.