Really bad headline. The actual article is about a study showing that browser fingerprinting is being used in real time in pricing target ads to your browser.

To investigate whether websites are using fingerprinting data to track people, the researchers had to go beyond simply scanning websites for the presence of fingerprinting code. They developed a measurement framework called FPTrace, which assesses fingerprinting-based user tracking by analyzing how ad systems respond to changes in browser fingerprints. This approach is based on the insight that if browser fingerprinting influences tracking, altering fingerprints should affect advertiser bidding — where ad space is sold in real time based on the profile of the person viewing the website — and HTTP records — records of communication between a server and a browser.

“This kind of analysis lets us go beyond the surface,” said co-author Jimmy Dani, Saxena’s doctoral student. “We were able to detect not just the presence of fingerprinting, but whether it was being used to identify and target users — which is much harder to prove.”

The researchers found that tracking occurred even when users cleared or deleted cookies. The results showed notable differences in bid values and a decrease in HTTP records and syncing events when fingerprints were changed, suggesting an impact on targeting and tracking.

Additionally, some of these sites linked fingerprinting behavior to backend bidding processes — meaning fingerprint-based profiles were being used in real time, likely to tailor responses to users or pass along identifiers to third parties.