"Privacy was dead a long time ago," says Arthur Coleman, chief scientist, 4INFO, speaking at the Mobile Insider Summit.
This started, said Coleman, in the 1950s when credit cards starting amassing consumers information, as well as other marketing tools.
Short-term it'll still be an issue, and will continue to get "noise". But long term he feels consumers will get use to it.
Coleman says mobile marketers/platforms know key informationa such as "where you are" and "who you are". Putting those two pieces of information together, however, creates some major controversy.