Marketers are using more location data than ever, but consumer privacy concerns and an evolving landscape have raised new challenges. Marketers must be more transparent and thoughtful about collecting and using geolocation.
eMarketer interviewed several industry luminaries including Jill Orr, COO at Eyeota, to uncover how marketers are using location data, how location data quality has evolved, consumer attitudes toward sharing location data, and how the advertising industry reacted to GDPR.
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