Location data is one of the most coveted and sensitive data points in the digital ecosystem, and combined with an array of new context-based services, it promises a future of ultra-personalization. In this post for Privacy Perspectives, I discuss the state of location information and the unclear rules and control around the collection and use of this information. As companies build more and more advertising and user-profiling on top of different types of location data, we need to provide more effective controls. // More on IAPP Privacy Perspectives.