More and more retailers rely on “sophisticated technologies like Bluetooth, iBeacons and RFID to track customers on their mobile devices,” writes Evidon CPO Todd Ruback, CIPP/US, CIPP/E, CIPP/IT. So much so, that the Federal Trade Commission recently held a seminar on it. There are many benefits of the technology, but, Ruback notes, “As a privacy guy, I am naturally concerned.” In this post for Privacy Perspectives, Ruback discusses the industry’s Mobile Location Analytics Code of Conduct and what can be further done to give consumers more transparency and choice. “The industry took a good first step,” he writes, “but I wish it was more meaningful. I can’t help but feel it was a wasted opportunity to get it right.”
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