Using cell phone location data to track users isn't at all new in North America & Europe. Adtech companies have been doing since the 2000s.

Having worked at a digital signage company I can tell you that all digital out of home advertising companies use cell phone tower location data to calculate impressions (views) for their billboards. Note this isn't limited to digital outdoor ads, static (posters) ads also use the same location data to determine the amount of impressions they get.

This metric is usually required so that the Advertising companies can bill their customers.

It amazes me that so many HN commenters think this type of tracking is new. What you people should be concerned about are the adtech companies that have been doing this with little oversight for at least a decade.