Website and app publishers rely on third parties that associate tracking technologies with their content to provide analytic and advertising data and services. Increasingly, this includes use of probabilistic and deterministic techniques to associate users across the many devices they may use to access the Internet and various sites and apps. This is known and cross-device tracking, and this data is used to build consumer profiles associated with multiple devices to help improve both content delivery and delivery of relevant or targeted advertising. However, this tracking and targeting is not transparent to consumers and in new guidance recently issued by the Federal Trade Commission, companies engaging or associated with these activities are counseled to provide consumers meaningful notice and choice. Click here for more details.