The Placed application uses an opt-in panel of 70,000 users who agree to be tracked during their shopping in exchange for discounts and coupons. Mining recent data showed half of Americans older than 14 years old visited a McDonald's in March and correlated a drop in Popeye's business with the end of football season. "The firm has more than 1,000 businesses in its database, representing millions of locations. The company lets clients access the offline behavior and demographic data it tracks in aggregate, and doesn't provide clients information on an individual-level," Kate Kaye writes.

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