Location based ads threatened by newly proposed law

Geotargeting Mobile Advertising

Senator Al Franken has sponsored a new bill that could lead to consequences for the location-based advertising marketplace which is only just beginning to get off the ground. Joined by Senator Richard Blumenthal in sponsoring this proposed litigation, Franken’s bill would necessitate that businesses obtain specifically expressed consent from mobile device users before data regarding their locations can be collected from their devices. Moreover, it would mean that these businesses would also need to obtain the user’s consent before the collected data may be shared with a third party such…

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