Device fingerprinting is a method used to identify and track unique devices, such as computers, smartphones, and tablets, based on a combination of software and hardware.

This identification process basically creates a “fingerprint” for each device — which can be used for security, fraud detection, and targeted advertising. It can also be implemented with other tracking techniques to build a comprehensive digital profile of a device’s online activities.

Device fingerprinting has shown to be a more reliable form of identifying and tracking devices online. This practice was conceived as an improvement to cookies because cookies can be easily removed or deleted from a browser.

A cookie is a piece of data from a website that is stored within a user’s web browser that the website can retrieve at a later time. They help that website remember information about your visit

Image retrieved from: https://analyticsdemystified.com/general/cookies-demystified/

Device fingerprinting is the next best alternative in providing a more consistent way of tracking a user’s online activities since they are less likely to change operating systems or fiddle with their IP addresses.