Re: Race Is On to 'Fingerprint' Phones, PCs

Great question, maybe Scott McNealy was right back in 1999 (<http://www.wired.com/politics/law/news/1999/01/17538>)…

From: Mark Lizar <mark.lizar@gmail.com<mailto:mark.lizar@gmail.com>>
Date: Fri, 3 Dec 2010 04:33:50 -0800
To: Aram Perez <aramp@qualcomm.com<mailto:aramp@qualcomm.com>>
Cc: "public-privacy@w3.org<mailto:public-privacy@w3.org>" <public-privacy@w3.org<mailto:public-privacy@w3.org>>
Subject: Re: Race Is On to 'Fingerprint' Phones, PCs


I can see many issues with this. Issues that don't seem to be address by a do not track approach. Device Identity also appears to be an issue that will have an impact as an identity management privacy issue.

Some might ask, what is the point of securing your identity if your device id's are tracked?


Mark

On 1 Dec 2010, at 23:05, Perez, Aram wrote:

  David Norris wants to collect the digital equivalent of fingerprints from every computer, cellphone and TV set-top box in the world.


He's off to a good start. So far, Mr. Norris's start-up company, BlueCava Inc., has identified 200 million devices. By the end of next year, BlueCava says it expects to have cataloged one billion of the world's estimated 10 billion devices.

Advertisers no longer want to just buy ads. They want to buy access to specific people. So, Mr. Norris is building a "credit bureau for devices" in which every computer or cellphone will have a "reputation" based on its user's online behavior, shopping habits and demographics. He plans to sell this information to advertisers willing to pay top dollar for granular data about people's interests and activities.

Device fingerprinting is a powerful emerging tool in this trade. It's "the next generation of online advertising," Mr. Norris says.

The rest of the story at http://online.wsj.com/article/SB10001424052748704679204575646704100959546.html.