Geofencing to Track Consumers Raises Regulators’ Concerns

Geofencing is fast becoming a popular tool in the marketer’s digital tool box. For both online and “brick and mortar” advertisers, geofencing provides a new and unique opportunity to target consumers with ads and promotions as well as better tailor product offerings. The use of geofencing also has caught the eye of regulators concerned with consumer privacy. 

This article discusses how business and mobile applications use geofencing, what this rapidly evolving smart technology means for consumers and how the FTC and other regulators are responding.