A device fingerprinting website pixel allows you to gather unique information about your visitors to create marketing profiles, allowing them to be identified out of a crowd with 90-99% accuracy.

Browser fingerprinting takes into account many different characteristics of a visitor’s computer or mobile device. This includes the user agent – a string that the browser sends to websites describing itself (such as Firefox version and operating system), Flash data, time zone settings and more. Each of these can reveal a lot about the person using the computer, such as the approximate geographic location, which is useful for advertising purposes, and the type of hardware and software that they are using (i.e. Windows or Mac, laptop or desktop).

Unveiling the Code: How JavaScript Pixels Drive Browser Fingerprinting for Enhanced Web Security

Unlike cookies, which can be blocked by various privacy-centered add-ons and extensions, fingerprinting is hard for individuals to prevent. This is because the same basic information that is passed to sites every time a page loads is used for fingerprinting. People can use VPNs to obscure their IP address, but the rest of the information that can be used to identify a device is generally available.

With a quality consent management solution, like the one offered by Datatrics, fingerprinting can be a great way to offer a better customer journey and comply with new data regulations. By keeping all fingerprinting data on the server, your company can avoid following a visitor across other websites and remain fully GDPR compliant. This is why more and more companies are turning to fingerprinting as a viable alternative to tracking with cookies.