AdTruth thinks its digital fingerprinting technology is the best way to address stringent new privacy requirements while letting marketers measure ad performance across mobile devices. The company is bootstrapping an initiative it hopes will lead to wide industry adoption of its product.

Today, it announced the reaction to two meetings held with 18 companies to garner reaction to its product and help determine future messaging and direction.

"The industry needs a solution it can agree on to facilitate and enable digital media - most acutely in mobile - but also to deal with challenges to the cookie on the desktop," said James Lamberti, vice president and general manager of AdTruth, a division of 41st Parameter. "We didn't want to go charging off without having discussions with multiple players in the ecosystem."