Location-based marketing platform HYP3R has raised a $17 million Series A funding, bringing its total to $23.5 million. HYP3R identifies customers when they enter a geo-fenced location such as a mall or hotel and sends them personalized, real-time messages. It can also track visits to competitive locations and monitor social media comments about a location. HYP3R specializes in travel and retail clients.

Meanwhile, mobile ad platform Smaato reports that GDPR resulted in a sharp spike in costs for non-targeted mobile ad impressions, as advertisers shied away from targeting data they were not certain was collected with proper consent.

Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation.  The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.