A device fingerprint is a collection of information about a device (like a phone or computer) that can be used to identify it. This digital "fingerprint" is created by combining many different details about the device and how it's set up. Just like human fingerprints, device fingerprints help tell different users apart.
Also see our complete guide to browser fingerprinting for a more detailed explanation.
How device fingerprinting works
When someone visits a website, their browser shares lots of information. This includes things like screen size, operating system, and installed fonts. The site combines these details to create a unique identifier.
Device fingerprinting doesn't need cookies or storing anything on the user's device. This makes it harder for fraudsters to hide their tracks.
Why it matters for ad fraud
Device fingerprinting is a powerful tool for detecting click fraud and IVT. It helps identify when the same device generates multiple fake clicks. This is especially useful when fraudsters try to hide behind different IP addresses.
Key information collected
- Browser type and version
- Operating system details
- Screen resolution
- Time zone settings
- Language preferences
- Installed fonts and plugins
- Hardware information
- Network behavior patterns
Benefits for fraud prevention
Device fingerprinting helps spot patterns in fraudulent behavior. It can identify when many clicks come from the same device. This is true even if the fraudster uses different IP addresses or browsers.
Advanced fingerprinting systems can detect when someone tries to mask their device identity. This helps protect advertising budgets from click fraud.
Limitations and challenges
Device fingerprints can change when users update their systems or install new software. Some privacy-focused browsers actively work to prevent fingerprinting. These factors can make it harder to maintain consistent identification.
However, modern fingerprinting techniques use machine learning to adapt to these changes. This helps maintain accuracy even when some device details change.
See also: fingerprinting
