Cross-Device Tracking Could Be Next Privacy Target in DC
Sen. Markey asks FTC to open investigation into device fingerprinting
The relatively new practice of tracking consumers across their digital devices in order to serve up more relevant advertising is beginning to draw scrutiny among Washington policymakers.
Called digital fingerprinting, the practice was developed to compensate for the absence of cookies in the mobile environment. Though the practice is relatively new, it's beginning to take hold as a new way to deliver targeted ads. That's raising more than a few eyebrows in Washington among privacy advocates, who worry that advertisers may be using technology to prey on unsuspecting consumers.
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