Device fingerprinting technology now allows advertisers to specifically identify connected devices such as computers and smart phones. When devices send or receive data, they transmit pieces of information about their properties and settings that can be pieced together to form a unique "fingerprint" for that device, ClickZ reports. This concerns privacy advocates, as a device's fingerprint is more persistent than a Web-tracking tool such as a cookie. "You don't have any control over them, or at least not the same kind of control you do over cookies...That makes fingerprinting a serious privacy threat," said Peter Eckersley of the Electronic Frontier Foundation.
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