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While a WC3 draft for Do-Not-Track may finally be moving forward, it may not matter much in the end, as online advertisers are increasingly moving away from cookies, which can be blocked or removed, and toward “fingerprinting,” a technology that allows companies to identify individuals by the profile of the device on which they surf the web. “But the marketers using fingerprinting technology are often reluctant to talk about their efforts, lest they alarm the public,” Forbes reports.
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