Device fingerprinting is similar to browser cookies but more robust and detailed. Itâs also longer-lasting, as users can easily delete cookies. In fact, in the wake of legislation like the GDPR, itâs now easy for customers to stop individual sites from using cookies altogether. Device fingerprinting doesnât have this limitation. Unlike cookies, which store local data on a userâs machine, device fingerprinting focuses on data transmitted through the connection of different devices.