ISBA's 2025 Media Priorities clearly highlight the need for more knowledge and understanding of future-proofed and compliant digital audience strategies in a privacy centric digital world. That's why ISBA asked our expert partners, Kepler to create a guide to Fingerprinting for members.
As digital advertising evolves, fingerprinting has emerged as a sophisticated method for tracking users without relying on cookies. Unlike cookies, fingerprinting operates server-side, making it a persistent tracking mechanism that raises both opportunities and concerns. With Google’s recent relaxed stance on fingerprinting, the conversation around privacy, compliance, and ethical use has become more critical.
This report helps members understand:
- What fingerprinting is and how it works
- The regulatory challenges fingerprinting may face
- How industry players like Google are navigating and making changes
- The future of identity tracking in a privacy-focused world