You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Will Retailers Make the Right Choice on Mobile Tracking? Embrace the Opportunity to Be Transparent about the Use of New Technologies By Jules Polonetsky, Published on January 21, 2014 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.