On 23 January 2017, the US Federal Trade Commission (FTC) released a Staff Report on Cross-Device Tracking. The FTC Staff Report reviewed the uses of cross-device tracking technology and outlined industry self-regulatory efforts to guide use of the technology in advertising and other commercial contexts. The Report acknowledged the benefits and challenges presented by cross-device tracking and advised advertisers, online publishers, technology companies and others engaged in crossdevice tracking to provide consumers with transparency, choice and security, per traditional privacy principles.

Commissioner Maureen K. Ohlhausen – whom President Donald Trump has designated to serve as acting chair of the Federal Trade Commission – issued a concurring statement noting that the FTC Staff Report on Cross-Device Tracking “does not alter the FTC’s longstanding privacy principles but simply discusses their application in the context of a new technology.”