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Replacing the Cookie
The technology applies not only to mobile devices, however, but also to desktop computers, tablet devices, and potentially any device with a data connection.
"Our ultimate goal is to replace the cookie," David Norris, BlueCava's chairman and CEO, told ClickZ. "Cookies are temporary tattoos that fade away, but [fingerprints] don't fade away. Cookies had their point in time, but we've moved far enough along for a more sophisticated system now."
Fingerprints, however, track devices themselves, rather than the cookies placed on them. Even if the characteristics of a device change, its fingerprint is simply updated to reflect those changes. If, for example, a user upgrades his browser, the device can still be uniquely identified using other characteristics, and its fingerprint is simply altered to reflect the changes.
To illustrate the process Norris used an analogy of a person walking into a small grocery store two days in a row. The second time the person visits the store he might have changed his shirt, but the storeowner will still recognize him based on other characteristics such as height, hair color, and numerous other variables. In theory, just as no two shoppers are the same, neither are two devices.
Based on this principle, Norris said BlueCava's technology can uniquely identify a device 99.9 percent of the time using around 50 pieces of data broadcast from a desktop browser.
Mobile Devices, Tracking and Targeting
Besides desktop computers, fingerprinting technology has arguably more potential for mobile and tablet devices, which typically can't be tracked easily using cookies.
In light of that opportunity, Ringleader Digital has developed a similar technology to BlueCava, but is focusing its efforts squarely on the mobile ad market. Dubbing its Media Stamp product "the mobile equivalent of the desktop cookie," it can be used for similar purposes such as frequency capping, conversion tracking, and potentially behavioral and data-driven media buying opportunities also.
"We can uniquely and persistently identify the top 100 U.S. devices 100 percent of the time," Bob Walczak, CEO of Ringleader Digital, told ClickZ. "The issue in mobile has been that third party cookies work on less than 60 percent of devices, based on our testing. This is because the carriers strip them off at the gateway, the devices can't accept them, or they are shipped with third-party cookies turned off. There are so many different, fragmented market standards, so our aim was to create a single, simple solution," he said.
Ringleader has positioned itself as a technology provider, licensing its wares to publishers, ad networks, ad servers, and essentially any party with a use for them. Meanwhile stealth startup TapAd is in the process of developing a similar solution, but plans to focus more heavily on the direct provision of real-time bidded, data-driven opportunities for advertisers.
A capacitive touchscreen panel consists of an insulator such as glass, coated with a transparent conductor such as indium tin oxide (ITO). As the human body is also an electrical conductor, touching the surface of the screen results in a distortion of the screen's electrostatic field, measurable as a change in capacitance. Different technologies may be used to determine the location of the touch. The location is then sent to the controller for processing. Unlike a resistive touchscreen, one cannot use a capacitive touchscreen through most types of electrically insulating material, such as gloves; one requires a special capacitive stylus, or a special-application glove with an embroidered patch of conductive thread passing through it and contacting the user's fingertip. This disadvantage especially affects usability in consumer electronics, such as touch tablet PCs and capacitive smartphones in cold weather.
Originally posted by jrkelly77
there is a laptop that has a built in finger print scanner to unlock it my mom has one and it dont work for # lol. She gave up using it since it took about 20 swipes before it would unlock and was easier just to type in her password.