AdExchanger reports on the regulatory challenges marketers face as they consider whether to use geofencing to deliver targeted advertisements. Regulators have begun to pay attention to the practice. Massachusetts Attorney General Maura Healey reached a settlement with a digital ad company to stop the use of geofencing tech around reproductive health facilities, and the U.S. Federal Trade Commission has sent letters to electronic device marketers who work for companies that collect exact location data from children. The upcoming California Consumer Privacy Act is also another variable with its strict definition of personal information. Meanwhile, Adweek looks at three ways marketers can deliver “experiential” privacy in the era of the EU General Data Protection Regulation.
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