In April 2018, location data firm Factual shut down several of its European-based products because of legal concerns stemming from Europe’s General Data Protection Regulation.
Factual said it cut by more than half the number of data companies it works with since then and is starting to pitch its products to European advertisers again.
Factual said it also reworked its contracts with European-based data providers to include specific guidelines about how data is collected.
The firm said it believed these steps would give it a leg up when the forthcoming California Consumer Privacy Act rolls out in January.
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A year into the European Union rolling out the General Data Protection Regulation, or GDPR, location data firm Factual is getting ready to expand in Europe.
The location data firm is one of a handful of advertising and marketing tech firms that shut down part of its European business ahead of the data-collection law being enforced. GDPR requires businesses to explicitly get consumers’ consent before collecting their data for ad targeting. Data firms that use location stats from smartphones have been a particular target of scrutiny under the law.
Read more: We got the pitch deck Foursquare is using to sell advertisers location data — even as regulation and privacy concerns mount
Factual scrapped its European database and stopped offering advertisers its targeting, measurement and insight products. Developers and publishers send location data from apps to Factual that advertisers then use to create audience segments for targeting and measuring campaigns. The firm cut more than half of the providers it works with (which it didn’t name) and is relaunching its products in Europe.
To spearhead the expansion, Factual hired Ross Webster as managing director of Europe. Webster was previously EMEA head of data partnerships at IBM’s Watson Advertising.
The company …read more
Source:: Business Insider