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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.

Synonyms:
device recognition
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