Stores Can't Track You Unless You Permit Them [Updated]

Working with privacy experts, in-store trackers adopt privacy code


A number of analytics companies that offer technology which can track consumers via their mobile devices as they shop have agreed to a privacy code of conduct that gives consumers the opportunity to opt-out.

Tracking consumers as they walk past or enter a store or move between its aisles is as valuable as tracking them as they click through the Web. More than half a dozen companies have been developing the geo-location technology, which enables the gathering of those insights for brands and marketers.

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