A fingerprint is a unique identifier created by collecting data about a user's device, browser, and system settings. It helps identify visitors without using cookies or tracking pixels. Fingerprinting is crucial for detecting ad fraud and suspicious behavior in digital advertising.
Also see our complete guide to browser fingerprinting for a more detailed explanation.
How fingerprinting works
When someone visits a website, their browser reveals many details. These include screen resolution, installed fonts, browser plugins, and language settings. Combined, these create a distinct "fingerprint" that can identify repeat visitors.
Why fingerprints matter in click fraud
Fraudsters often use bot traffic to generate fake clicks on ads. They try to hide their tracks by clearing cookies or using private browsing. But fingerprints can still expose them.
A device's fingerprint stays consistent even when cookies are deleted. This helps identify suspicious patterns from the same source.
Types of data used in fingerprinting
- Browser type and version
- Operating system details
- Screen resolution and color depth
- Installed fonts and plugins
- Time zone settings
- Language preferences
- Canvas fingerprinting data
- Audio context fingerprinting
- WebGL information
Benefits for advertisers
Fingerprinting provides a reliable way to track suspicious activity. It helps identify click farms and botnet networks that generate fake traffic. This protects advertising budgets from waste.
When combined with other fraud detection methods, fingerprinting becomes even more powerful. It helps create a complete picture of visitor authenticity.
Privacy considerations
While fingerprinting is effective for fraud detection, it raises privacy concerns. Some users view it as invasive tracking. Modern browsers are adding features to prevent fingerprinting.
Responsible use focuses on fraud prevention rather than user tracking. This balances security needs with privacy rights.
