Last year, ads for Goodwill were served to people whose mobile phones had been spotted at thrift shops or second-hand stores in the past. The goal was to convince people who were cleaning out their closets and drawers to consider donating some of their rarely-used stuff to the charity group, and to raise awareness about its education and work training programs. Seems harmless, right?
It was one of a growing number of examples of what some mobile ad tech firms are calling Location Data 2.0. Location data isn’t just about being somewhere right this instant anymore.
