Browser Fingerprinting: The Good, the Bad, and the Ugly

How Could Browser Fingerprinting Ever Be a Good Thing?

From a website's perspective, fingerprinting serves a few different valid purposes. It helps tailor user experiences, provide personalized content, and ensure compatibility.

Other than customization, it can also be used for analytics and fraud prevention.

For example, e-commerce sites use it to detect unusual device behaviors. Browser fingerprinting can make sure it's indeed you making that purchase and not someone else using your credentials.

Here's how browser fingerprinting can be used to stop fraud:

Unique Identifiers: Browser fingerprinting collects data points about your device and browser. As we mentioned, these can include your browser version, operating system, screen resolution, installed plugins, time zone, language preferences, and more.

Combining Data Points: Websites combine these data points to create a unique identifier or "fingerprint". No two devices or browsers are exactly alike. The accuracy is as great as 99.5%. So this amalgamation of information creates a distinctive profile.

Fraud Detection: This fingerprint can be used to detect and prevent fraud. If a known fraudulent activity is linked to a specific browser fingerprint, the website can block access or trigger additional verification steps.

Tracking Changes: Any changes to the configuration or settings of the browser/device can alter the fingerprint. For instance, if someone tries to use browser extensions or changes their VPN, it may affect the fingerprint, raising suspicion and triggering security checks.

Risk Assessment: Websites can compare fingerprints against a database of known fraudulent activities or abnormal behavior. This helps in real-time risk assessment and helps in differentiating between legitimate users and potential threats.

Now For the Bad...

While browser fingerprinting might help websites fight fraud and provide a personalized user experience, there is a payoff. And as usual, where data is collected, that payoff is with your privacy.

Here's where the problems with browser fingerprinting begin...

Firstly, not every site that uses browser fingerprinting is transparent about it. This means that visitors to websites have no idea that their data is being collected. They have no clue that they are being profiled or tracked.

This undercover use of browser fingerprinting also means that users don't have the option to opt-out. They aren't even being allowed to at least understand how their data is being used.

The issue is that it's not just a single website. This invasive tracking technique is used right across the entire internet.

But why? It's not all about fraud protection, and it's certainly not just about being able to personalize web content for your viewing pleasure. As you might have guessed, someone somewhere is making money from your browser fingerprints.

The Ugly Side of Browser Fingerprinting

Your every move, every click, every website you visit— it's all quietly tracked. The data is used to create a comprehensive profile that doesn't always stay with the data collectors. In fact, it is often sold to advertisers or data brokers who may share, sell, or use it for purposes you're unaware of. It's an ugly process that erodes the online anonymity many users expect while browsing.

Targeted advertising is one of the main purposes of browser fingerprinting.

Marketers collect a multitude of data points from users' browsers to create unique profiles. They then use this information to deliver tailored ads based on users' browsing habits, preferences, and online behavior.

From a marketer's POV, this makes their advertising campaigns easier and more successful. But from someone who is in any way concerned about their online privacy, there are a few concerns.

This extensive data collection without explicit user consent is invasive.

Tracking users across various sites creates a comprehensive profile that spans multiple aspects of their online behavior.

There's always a risk of this collected data being misused or falling into the wrong hands. It could lead to profiling, discrimination, or the exposure of sensitive information. Data breaches are an almost everyday occurrence!

The worst of it is that browser fingerprinting is very hard to avoid.

Unlike cookies where users have some control through browser settings, fingerprinting is more difficult to evade or control without negatively affecting the browsing experience. Unless you use a dedicated privacy tool like Hoody.

The Hoody app is the only product on the market that can spoof every single data point that makes up a browser fingerprint AND on every tab you open.

Browser Fingerprinting in a Nutshell

Browser fingerprinting may be a useful tool for marketers, analytics, or fraud prevention. But it is a powerful tool with a potential threat. While it aids in personalizing experiences and enhancing security, it also encroaches on user privacy and destroys anonymity.

If you want to avoid pervasive tracking, data collection, and potential misuse by advertisers or unauthorized entities download Hoody.