![]() The organization develops guidelines for industry self-regulation and has an ad-and-location practices working group that meets monthly. "It's such a hodgepodge of different business models and practices, and that creates risk because you don't know what your partners are doing," said Jules Polonetsky, CEO of the Future of Privacy Forum, a Washington, D.C., think tank primarily funded by companies such as AT&T, Facebook and Bank of America. Marketers, ad exchanges, data aggregators and ad service providers are generally aware that some location data comes directly or indirectly from mobile apps, but an attempt to trace the connections back to specific apps exposes an increasing lack of control coupled with willful ignorance. But not even the practitioners of the craft always know exactly where their data originates, or how. The uses of consumers' movements have already gone beyond consumers' expectations. The widening chasm between consumer consent and what happens next could invite a backlash against the booming business of applying location to marketing. The consumer may not perceive that they're opting in to sharing location with the app developer's partners' partners." "The consumer may feel as if they're being asked whether they want to use that app or not. ![]() "That's the question: How many degrees does your opt-in extend?" asked Cree Lawson, CEO and founder of Arrivalist, a firm that relies on location data. And many companies treat consumers' initial "Allow" as a blanket opt-in for a wild range of data uses down the road. In fact, making money off otherwise unnecessary location tracking may be the main reason that the app was developed in the first place. But its business partners do, and so do its partners' partners. ![]() In reality, the app might not need your location at all in order to work. Anyone who's opened a new app lately has seen a location- tracking pop-up that reads something like, "Allow app to access this device's location?" Most people tap "Allow" on the assumption that it's necessary for the app to do its thing-to hail a ride, find nearby restaurants or forecast the weather. ![]()
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