Location data is one of the most coveted and sensitive data points in the digital ecosystem, and “combined with an array of new context-based services,” writes the Future of Privacy Forum’s Joseph Jerome, CIPP/US, it “promises a future of ultra-personalization.” To be sure, this is an exciting time for innovation, but Jerome points out, “The reality is that the rules and controls around the collection and use of our location information are unclear.” In this post for Privacy Perspectives, Jerome discusses the state of location data use while warning, “As companies build more and more advertising and user-profiling on top of different types of location data, we need to provide more effective controls.”
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