Location Data Broker
A data broker specializing in precise geolocation data, often harvested from app SDKs and ad auctions, sold for targeting and analytics.
Full definition
Location data brokers collect and sell precise movement data, frequently sourced from software development kits (SDKs) embedded in mobile apps and from real-time bidding ad exchanges. The FTC has brought a series of actions (Kochava, X-Mode/Outlogic, InMarket, Gravy Analytics/Venntel, Mobilewalla) alleging these brokers sold data that could trace individuals to reproductive-health clinics, places of worship, and domestic-violence shelters. Precise location is among the most sensitive data a broker can hold because it reveals where you live, work, worship, and seek care.
Related terms
Mobile Advertising ID (MAID)
A resettable identifier assigned to a phone (Apple IDFA or Google AAID) that links app activity and location to a single device.
Real-Time Bidding (RTB)
The automated auction that sells an ad slot in milliseconds as a page loads, broadcasting user data to many bidders in the process.
Sensitive Personal Information
A category of data under CCPA/CPRA that carries heightened protection, including SSN, precise geolocation, biometric data, and more.
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