Mark Cuban Invests in Device-Tracking Firm

Published on October 18, 2010
by Julia Angwin

Billionaire investor Mark Cuban is among investors who have poured $5 million into startup BlueCava, which aims to develop unique IDs for computers, mobile phones and other devices.

BlueCava hopes that its device identification system may eventually replace online tracking tools such as cookies. Instead, BlueCava hopes companies will track users based on their device IDs. Consumers will be able to visit BlueCava to see how they are being tracked and to choose not to be tracked.

“We represent a brand new way to disclose to consumers how they can receive targeted advertising,” said BlueCava Chief Executive David Norris. “Some people view us as the next generation of technology that will extend beyond what cookies can do.”

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