‘FTC issues report and guidelines on cross-device tracking’ – Marketing Land
Greg Sterling says, “Given audience fragmentation across devices and platforms, there has been a dramatic increase in the use of tracking and data to get a more complete view of the customer. Cross-device tracking is now on the Federal Trade Commission’s (FTC’s) radar, as a kind of more sophisticated sibling of behavioral targeting.
Last fall, the FTC held a workshop for stakeholders and interested parties in Washington, D.C. Earlier this week, it released a report based on on that meeting providing an overview of the state of cross-device tracking and making recommendations about privacy, consumer consent and security.
The FTC report discusses the two types of tracking: probabilistic (data matching) and deterministic (signed-in usage). In its research, the agency found that nearly 90 percent of the sites it examined were engaged in some version of cross-device tracking, either through first-party logins or device/data matching”.
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