For the time being, advertisers will have to depend on third-party identifiers such as Open Device Identification Number, Kamran says.

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With a push of a button on his laptop, he could have any pump within 300 feet dump its entire contents, without even needing to know the device identification numbers.

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The rugged smart device was created for traditional auto-identification and data capture customers who want something sleeker and lighter than a typical AIDC industrial device, but need something tougher than a consumer-grade phone.

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The technology, they worry, could be used to create an Orwellian universal identification number, and would allow telemarketers to bother consumers on every device.

ECONOMIST: The Internet