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How confusing tech, GDPR, and a shifting consumer climate killed the once huge promise of location-based ads

5 monthes ago   |   By Business Insider

A number of location-based tech firms are trying to ditch their advertising businesses that target ads based on someone's whereabouts to focus on data instead.
GDPR and privacy questions have cut back on investor interest, but a couple of companies that don't focus on advertising have recently gotten new funding.
Agencies say they want to use location data in more ways than tech firms offer - like being able to mash it up with their own email and app data.
Marketers have long been intrigued by the potential to zap ads at consumers' phones with precise targeting based on the stores they...
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