• by Ben Frederick  @mp_benfred, July 28, 2016

Factual, a location data company, announced that it is becoming a member of the Network Advertising Initiative (NAI) today. The NAI is a self-regulatory association dedicated to responsible data collection and its use in digital advertising.

“The Internet as we know it is built on a foundation of data; without consumer trust and privacy safeguards, the entire monetization ecosystem that enables the free services we enjoy will cease to function,” stated Gil Elbaz, founder and CEO of Factual.

Factual counts some of mobile’s biggest location-based properties as clients, including Uber, Apple, Facebook, Microsoft's Bing, and MasterCard.

The company has raised $62 million to date. It is also a member of the Digital Advertising Alliance (DAA).

“Factual has an innovative business model and creative approach to data collection and use for digital advertising,” stated NAI President and CEO Leigh Freund.

The NAI was founded in 2000 to enforce high standards for data collection and use in online and mobile advertising. More than 100 ad and ad tech companies have agreed to meet its standards for consumer privacy.