Fingerprinting in digital marketing is a type of algorithm that identifies a given user.

Digital “fingerprints” contain information (browser, IP address, mobile device brand and model) which can be matched with existing data fully or partially identify users even when cookies or login have been deactivated.

However, unlike human fingerprints, digital fingerprints are not always unique and can change over time (new device, different browser…).

Fingerprinting technology can be used for mobile attribution, as it can link ad clicks to app installation or launch. User actions can thus be attributed to ads.

More broadly speaking, fingerprinting in the IT world is a way to link extensive data (like a digital file) to a much smaller chain of characters: digital fingerprints. Fingerprinting makes it possible to uniquely identify initial data for various purposes.

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