FTC Cross-device Tracking Report

January, 2017

The Federal Trade Commission released a report on cross-device tracking, including descriptions of the technology used to track consumers across multiple devices, the benefits and challenges associated with tracking users, and industry efforts to remedy those issues. While the report dives into the benefits of cross-device tracking, it states consumers often do not know the practice is taking place and have limited choices in controlling any data tracking. The report highlights several industry self-regulatory efforts and encourages companies engaged in the practice to "truthfully disclose tracking to consumers and business partners; offer consumers choices about how their cross-device activity is tracked; obtain consumers’ affirmative express consent before engaging in cross-device tracking on sensitive topics and before collecting and sharing precise geolocation information; and maintain reasonable security to avoid future unexpected and unauthorized uses of data," the announcement states.