Europe's GDPR law was supposed to kill location-based advertising. Here's how one firm claims it has reworked its business to make it work.

Factual has cut down on the number of data partners it works with by more than 50 percent since GDPR rolled out last year.

and stopped offering advertisers its targeting, measurement and insight products. Developers and publishers send location data from apps to Factual that advertisers then use to create audience segments for targeting and measuring campaigns. The firm cut more than half of the providers it works with and is relaunching its products in Europe.

The company has a small office in London with seven employees, and Ross said that by the first quarter of 2020, Factual would sell all of its products to European advertisers and operate in a handful of markets in continental Europe.Factual slashed its data partners "We feel like we're in a position where we can make available these three products within Europe built off of a pool of responsibly-sourced data," said Brian Czarny, CMO of Factual."We'll continue to add additional suppliers as we feel like there are others in the market that are ready to do that."

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