Trade Bodies Prep Ad Tech for a Tougher Regulatory Climate 

The MMA and NAI want to draw a line in the sand on using consumer location data

A patchwork of different state-by-state regulations is likely to be in place next year. Getty Images

As the California Consumer Privacy Act prepares to go into effect in January, the Mobile Marketing Association and Network Advertising Initiative are briefing their constituencies on how to share consumers’ location data.

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.