Device fingerprinting is the process of identifying a system based on data points that are unique to it. Examples of such data include an IP address, a time zone, a browser, screen resolution, a language, and an operating system (OS). Device fingerprinting even takes into account a list of installed plugins and fonts in the device. As such, the process looks at a wide variety of data points to identify a device, making it easier to track its owner’s online activities.

Device fingerprinting typically begins when a user visits a website with a JavaScript program that collects the necessary information about his or her device. Because of device fingerprinting, sites can better measure the return on investment (ROI) of an advertising campaign.

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