Why browser fingerprinting is unlikely to succeed

Safari and Firefox blocked third-party cookies and Google announced that it will do the same for Chrome before the end of 2021. This creates a challenge for ad tech vendors and advertisers who rely on these cookies for audience targeting, frequency capping and attribution. As a result, vendors are looking for workarounds to maintain their current ways of working. Fingerprinting has emerged as one of these possible solutions. However, it is not privacy compliant because it is hard to detect or stop by a user and Permutive recommends that publishers avoid using it. Read more…