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The Peril And Promise Of Location Data; Is Creative Back In Charge?

November 11, 2021

The Location Equation

Location data companies have seen an uptick in inquiries from government officials and public health groups. It’s no surprise – health officials and local governments had to track the effects of quarantine measures as well as next-order impacts on public services, such as transportation. Though the applications are tempting, the data sets on offer from location companies such SafeGraph, Veraset (a SafeGraph spinoff) and GroundTruth can be pretty problematic from a privacy perspective, The Washington Post reports.

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