The location-based services industry has had no problem finding investors. That's because of how valuable the currency that is personal data is to marketing, The New York Times reports. Advertisers plan to spend $1.8 billion on location-based marketing in 2015, according to ABI Research. And users are happy to give up their personal data for a service they find useful, the report states, even despite concerns about their privacy. "Many people are in a more 'transactional' frame of mind" when it comes to their personal information, said the director of the Internet and American Life Project. "They will share information if they think they can get something of value for it." (Registration may be required to access this story.)
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