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Nice you turned off location tracking, but…your friends & even strangers, provide a big reveal

A new research study has shown that even without location data tracking, your mobility patterns and even your future location plans can be deduced with great accuracy. The researchers from the University of Rochester analyzed three location data sets and one call data set to see what could be predicted. They found that information on people socially tied to you can provide up to 95% of what’s needed to predict your mobility – and strangers can provide as much as 85% – yikes!

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Children’s Privacy: TickTalk Tech agrees to terms to provide parents clear, transparent info on kid data it collects

April 19, 2022

TickTalk Tech has come to an agreement with the US BBB’s Children’s Advertising Review Unit (CARU), which works with brands to gain self-regulatory compliance. The smartwatch company, which had been found in violation of CARU standards for its privacy policy, has now agreed to: 1) clearly disclose data collection practices, 2) ensure the privacy policy is not hidden, 3) explain data retention and deletion practices, and 4) obtain verifiable consent from parents before collecting kids’ data. That’s good practice for any responsible, privacy-forward company to adhere to – and even... Read More >

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Mutinex Offers Free Media Mix Model Validation Framework

September 23, 2025

Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.

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