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Biometrics might be the emperor’s new clothes for smartphone manufacturers, yet it is fingerprinting of an altogether different variety that has marketer’s salivating at the prospect of a cookieless web.
Using information from a mobile device means it is now possible to track a consumer without storing information locally, before doing away with cookies entirely. However, as with any technological innovation there are pros and cons to consider.
Dr. Jochen Schlosser will share discoveries he has made. What advantages are there, why this new ID should not be called fingerprinting and what aspects need to improve before it becomes the de facto standard?