LONDON, January 30, 2012 /PRNewswire/ --

- New release provides immediate solution for companies in the European Union affected by ePrivacy Directive regarding the use of cookies

BlueCava (http://www.bluecava.com), the leading provider of device identification technology that enables businesses to improve online advertising effectiveness and reduce fraud risk, today announced the latest version of its device identification platform. The new release provides an immediate solution for companies doing business in the European Union affected by the EU's ePrivacy Directive.

In this new technology release, BlueCava has introduced an innovative device identification option that allows businesses to identify and target web users, without the use of cookies. BlueCava's new Device Identification solution fully supports both an opt-out and opt-in privacy model, which empowers EU companies with an even richer set of choices for complying with the ePrivacy Directive. As is the case with all of BlueCava's technology, this new release also works with any computing device (PCs, smartphones, laptops, game consoles and set-top boxes).

"After working with major brands and leading publishers in the EU, we became acutely aware of how the ePrivacy Directive is severely hindering European businesses that rely on cookies," said David Norris, CEO of BlueCava. "Device identification has surfaced as one of the best ways that companies doing business in the EU can continue to reliably target customers across all devices."

To learn more about the latest technology release and BlueCava's complete array of device identification product offerings, visit http://www.bluecava.com.

About BlueCava
BlueCava provides advanced technology that enables businesses to identify and profile the devices used by their customers to increase online advertising effectiveness, reduce fraud risk, and improve customer satisfaction. With BlueCava's patented technology, companies can uniquely identify Internet connected devices including desktop computers, mobile phones, tablets, and set-top boxes, to better adapt and respond to customer needs. For more information, visit us online at http://www.bluecava.com or follow us on Twitter at twitter.com/bluecava.

Media Contact:
Kayla Zerby
The Morris + King Company for BlueCava
+1.212.561.7454
kayla.zerby@morris-king.com

SOURCE BlueCava