Consumers are Likely to Stop Apps from Using Location Data says Clearchannel Outdoors’s Cadi Jones

Consumers are gaining greater control over privacy of their data, both through legislation such as the upcoming General Data Protection Regulation in the EU, and through companies like Apple giving users more transparency over which apps are tracking their location data. Here Cadi Jones, commercial innovation director at Clear Channel Outdoor, explains how location data can be invaluable to out-of-home advertising, and how customers choosing to withhold their data could pose challenges for advertisers. Jones also explains why first price bidding might be preferable to second price for programmatic sales of out-of-home, and how out-of-home provides unique opportunities for brands to engage with customers in new ways.