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ARTICLE · 07 MARCH 2017

Federal Trade Commission Delivers Cross-Device Tracking Report Recommendations

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The U.S. Federal Trade Commission's (FTC) office recently published the Cross-Device Tracking: An FTC Staff Report.

CanadaConsumer Protection
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The U.S. Federal Trade Commission's (FTC) office recently published the Cross-Device Tracking: An FTC Staff Report. It provides an interesting look behind the curtains of the current operations in cross-device data tracking and matching, and the troubling extent of consumer profiling.

The report refers to the use of "deterministic" and "probabilistic" techniques of identifying a user's use and behavior across multiple devices (e.g., computer, laptop, cellphone, tablet, smart TV, watch, health device). A deterministic technique refers to the specific identification of a user by, for instance, logging in. A probabilistic technique involves inferring identity of a device user from non-volunteered information, such as location, IP address, or patterns of behavior.

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