Several startups are experimenting with tracking technologies that could supplant cookies as behavioral targeting mechanisms, ClickZ reports. Device fingerprinting operates by tracking mobile phones, PCs, TVs and cars using unique identifiers. Based on the device's properties and settings, fingerprinting allows advertisers to link to and track the device and transmit messages based on activity. It's easier to opt out of fingerprint tracking than cookies, developers say; because the device's fingerprint lasts as long as the device itself, opting-out must only happen once. In addition, the developers say, the new technology already complies with do-not-track principles because users can "opt out of both tracking and targeting independently."
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