ADOTAS – Since launching in 2011, device fingerprinting service AdTruth has taken pains to illustrate its cookie-free tracking methods protects users’ privacy: It registered with the Interactive Advertising Bureau, it implemented Mozilla’s Do Not Track header (and it was the first device identification provider to do so), it scored a thumbs-up from Mozilla, and today it became a member of the World Wide Web Consortium (WC3), joining W3C’s Tracking Protection Working Group.
“We were the first vendor to get [such recognition] from Mozilla,” AdTruth CIO Ori Eisen said in a phone conversation today, “and I believe we’re the first from the WC3.” While the concept of device fingerprinting might raise some eyebrows — indeed, Eisen said “people were very leery” when AdTruth first appeared — the company’s been highly vocal about privacy issues, saying its methods provide more privacy than cookies and seeking confirmation from the aforementioned organizations. “We don’t tag the device at all,” Eisen pointed out. Instead, AdTruth’s technology “captures about 100 pieces of data, generated on the server side,” to create a device ID.
Eisen said today’s announcement is just the most recent in a series of approvals and certifications AdTruth is seeking, and that others, to be announced, are in the works.