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AdTruth Gains W3C Thumbs-Up for Privacy Protection

Written on
Jan 31, 2012 
Author
Brian LaRue  |

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.





Adotas Senior Editor Brian LaRue has been working in journalism in some form or another for slightly longer than his entire adult life, having won his first SPJ (Society of Professional Journalists) Award while he was still in high school. Prior to joining Adotas, he served as a reporter, editor, columnist, critic and blogger, mostly for a number of daily and weekly newspapers scattered around his native Connecticut. In his off hours, Brian maintains an active parallel life as a musician and music blogger.

Reader Comments.

ADOTAS is device fingerprinting service AdTruth has taken pains to illustrate its cookie-free tracking methods protects users privacy and safe for the user.

Posted by johnantony | 12:33 am on February 1, 2012.

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