Given that users delete cookies, the online marketing industry is searching for alternatives, and one way to do that is browser fingerprinting. As described in the section about Cookies and Pixels, JavaScript allows to collect more information from a user’s browser than a web server logging mechanism can. You may want to test your browser using this tool; not only are details about your browser’s configuration available but also plugins,  etc. While most people think that they have a standard configuration similar to many other users, this is actually not the case. Using several signals such as the fingerprint, a cookie if available etc, it is possible to create a much more robust tracking mechanism.

Filed under: Data Science