Google tests program to measure ad effectiveness by tracking smartphones

11/6/2013 | Digiday.com

Google is testing a program to record smartphone users' location information whether or not they are using a Google application in a bid to prove the usefulness of its location-based search advertisements. The program uses phone location data to determine whether a user visited a store after being shown an ad for that retailer during a search. Privacy advocates warned most consumers don't understand they're signing up for constant location monitoring when they opt in to Google's "location services."

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