12 Feb Cross-Device Tracking An FTC Staff Report January 2017
Cross-device tracking occurs when platforms, publishers, and ad tech companies try to connect a consumer’s activity across her smartphones, tablets, desktop computers, and other connected devices. The goal of cross-device tracking is to enable companies to link a consumer’s behavior across her devices.
Cross-device tracking serves several purposes. It can enable consumers to log into their email or social media accounts from multiple devices and have a seamless experience. It can also allow consumers to “maintain state,” so they can pick up where they left off in a book or movie that they were viewing on a different device. Cross-device tracking also facilitates companies’ efforts to prevent fraud, as they learn which devices typically access consumers’ accounts.
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