'The elephant in the room': Companies persist with fingerprinting as a workaround to Apple's new privacy rules

Workarounds to Apple’s in-app tracking crackdown are nothing new, but they’re becoming riskier now that Apple is rejecting apps that seemingly flout its long-mooted privacy policy. Some ad tech vendors have immediately fallen in line. Other players, though, are doing the opposite. They’re using a version of fingerprinting that’s harder to track. “The elephant in the room here is server-to-server fingerprinting,” said an ad tech executive who runs a mobile advertising business. “People will say you can’t, but there are ways to not to be found out.” Read more below.

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