What Is Fingerprinting?

The exact configuration of lines and swirls that make up your fingerprints are thought to be unique to you. Similarly, your browser fingerprint is a set of information that’s collected from your phone or laptop each time you use it that advertisers can eventually link back to you.

By combining this information, it’s possible for advertisers to recognise you as you move from one website to the next. Multiple studies have found that around 80-90 % of browser fingerprints are unique. Fingerprinting is often done by advertising technology companies that insert their code onto websites.