TikTok’s move to begin collecting precise location data is prompting new scrutiny across the privacy and adtech landscape.
Davis+Gilbert partner Gary Kibel weighed in for Lexology PRO, highlighting what may really be driving the shift.
“I don’t think it’s being done for PAFFACA or the executive order… I think it’s being used for advertising [and] targeting and curating content for users because it’s valuable if you know where someone is. The advertisers will certainly pay more money for targeted ads.”
As states continue to tighten regulation around sensitive data, Gary explains why precise geolocation remains both highly valuable and highly restricted.