Browser fingerprinting JavaScript pixel is an emerging method of tracking website visitors. It takes advantage of new coding features in HTML5 to obtain unique information about each user’s browser and device, which can be used to target them with personalized ads. The technology is similar to the way police and forensic teams identify suspects or criminals by their physical fingerprints, but with much more granular data.
The fingerprinting data is stored in the canvas> element, which is a special HTML5 pixel that can display text and graphics. A canvas fingerprint is made up of various attributes, such as the browser’s font size and active background color settings, and can be compared to previous versions of that same fingerprint to identify the current user’s browser. The fingerprint can also contain information about the type of computer or device that the visitor is using, such as the operating system and screen resolution.
Digital Fingerprints: Exploring the Power and Privacy Implications of Browser Fingerprinting with JavaScript Pixels
Another popular method of fingerprinting uses WebGL, a JavaScript API for rendering onscreen images and graphics. WebGL can be used to detect the graphics card model, screen resolution, and even the presence of certain plugins. This data is often combined with other attributes to create a complete fingerprint of the browser or device.
Fingerprinting is completely legal, provided the fraud solution that collects it does so in compliance with all relevant regulations. However, the fact that this method can be used by bad actors to target users with unauthorized tracking and personalization should concern every responsible online business.