Device fingerprinting is one of the most effective tools against click fraud, ad fraud and other forms of online fraud. It provides a unique set of identifiers that can be used to accurately match browsers and devices, even when cookies and other identifiers are missing or blocked. This method of identification is essential for preventing fraud by detecting anomalous behavior that may indicate fraudulent activity such as repeated attempts to log into accounts or use sensitive information.

How Does It Work?

Device fingerprinting works by collecting and combining data points from a web browser or device to identify a specific combination of hardware, software, network-related characteristics, plugins, and more. These bits of information can be collected automatically during a website visit, and they are often combined to form a fingerprint that is uniquely linked to a device or browser. The data is then normalized – this involves transforming each individual data point into a uniform format that can be compared and contrasted with other data points. For example, screen resolutions are converted to pixels and the number of available fonts is standardized.

Finally, the fingerprint is processed using a series of algorithms to create a hash or unique identifier for each device. The hash can then be used to match the device or browser with other data sets.

While there are open-source options for device fingerprinting, commercial solutions tend to offer more features and functionality and include dedicated customer support. They also tend to be more accurate and better maintained, which is vital as privacy controls and technology evolve over time.