NEWS14 October 2013

Markey takes aim at cross-device tracking’s ‘privacy implications’

Legal North America

US — Cross-device tracking is in the crosshairs of Senator Ed Markey (pictured), who has written to the Federal Trade Commission’s chairwoman Edith Ramirez to request an investigation.

The basis of Markey’s letter is a New York Times article, which explained how companies are able to “determine that a cellphone, work computer, home computer and tablet belong to the same person, even if the devices are in no way connected”.

According to Markey: “Such persistent and pervasive tracking raises a number of important privacy concerns for all Americans.”

But of course, cross-device tracking is particularly important for media measurement and channel attribution models.

Click here to read the New York Times article, and here for Markey’s full letter.