Too little too late : can we control browser fingerprinting?

Purpose: Browser fingerprinting is increasingly being used for online tracking of users, and, unlike the use of cookies, is almost impossible for users to control. This has a major negative impact on online privacy. Despite the availability of a range of fingerprinting countermeasures as well as some limited attempts by browser vendors to curb its effectiveness, it remains largely uncontrolled. The paper aims to discuss this issue. Design/methodology/approach: This paper provides the first comprehensive and structured discussion of measures to limit or control browser fingerprinting, covering both user-based and browser-based techniques. Findings: This study discusses the limitations of counter browser fingerprinting measures and the need for browser vendor support in controlling fingerprinting. Further, a somewhat counterintuitive possible new browser identifier is proposed which could make cookies and fingerprint-based tracking redundant; the need for, and possible effect of, this feature is discussed. Originality/value: This study provides the first comprehensive and structured discussion of measures to limit or control browser fingerprinting. Also, it proposes a new browser identifier that could make cookies and fingerprint-based tracking redundant.