The Privacy-Utility Trade-Off of Location Tracking in Ad Personalization

ArXi:2603.12374v1 Announce Type: cross Firms collect vast amounts of behavioral and geographical data on individuals. While behavioral data captures an individual's digital footprint, geographical data reflects their physical footprint. Given the significant privacy risks associated with combining these data sources, it is crucial to understand their respective value and whether they act as complements or substitutes in achieving firms' business objectives.