With certain parts of the mobile advertising sector very worried about iOS 10's Limit Ad Tracking changes, some ad tech companies are keen to suggest it's 'business as usual'.
At least, as much business as usual as can be expected when 10-15% of the ecosystem is about to start returning null values.
US outfit Apsalar reckons it has a solution, however.
"We have been working closely with leading networks and publishers to ensure that we have an effective way of tracking and attributing installs to devices that have Limit Ad Tracking turned on," comments director of product and support Jonathan Chen in a blogpost.
Basically, the company will be reverting to the proprietary identification system it used before Apple's IDFA become the industry standard.
"In the event that a device has a masked IDFA, our platform will automatically switch to our renowned device fingerprinting methodology," Chen says.
The solution respects user privacy with regard to user interest tracking.Jonathan Chen
This works using an "effective probabilistic method" to track devices and work out what those officially anonymised devices are up to.
Privacy and data
That said, Apsalar is keen to point out that it won't be doing anything that Apple's original move has outlawed.
"The solution respects user privacy with regard to user interest tracking while ensuring that marketers have the essential data necessary to measure and optimize their campaigns," Chen ends.
Certainly that's a tricky balance and one all ad tech companies will be competing to optimise as the multi-billion UA market attempts to overcome Apple's new obstacle, as well as the continued presence of Facebook as the #1 UA channel.
Of course, no matter what Apple does, Facebook knows plenty about the people it's showing ads to.