Browser fingerprinting enables covert online tracking

Advertisers and data brokers use browser fingerprinting to uniquely identify users and track their online activities, including browsing history and purchases. Unlike traditional tracking methods, fingerprinting occurs without a user's direct knowledge and leaves no traces.

While web cookies were originally designed to provide continuity by storing simple text files on a user's computer, modern websites often include third-party content. This allows advertisers to use multiple cookies across different sites to link a user's presence and activity, making traditional cookie-based privacy measures less effective.