Relying on user location data for targeting is not just a privacy risk—it's a direct threat to national security, and marketers must pivot now.
When I read that U.S. troops were targeted using location data, it drove home the scale of risks we're dealing with. I realized many marketers still underestimate the vulnerability of using such data.
The false belief is that more data means better targeting, regardless of type.
The reality is that context trumps raw location data in balancing privacy with personalization.