US consumers are back out and about, but they are harder to reach as new privacy restrictions are having an impact on brands’ ability to use location targeting.

Why it matters

Location targeting has been hugely beneficial for marketers – according to Factual’s 2019 location-based advertising report, almost nine in ten marketers said it resulted in higher sales – but now new techniques are needed to reach consumers using location.

Takeaways

• The US consumer is going back to brick-and-mortar, to a degree; according to a recent McKinsey study, US consumer spend began to recover in Q2 2021, driven by the...