Smartphones can enable an amazing level of connectivity, but they can also allow that activity to be monitored and used in controversial ways. But for mobile marketing to realize its full potential, consumers may need to sacrifice their privacy to one degree or another. This report is intended for every link in the mobile-marketing chain, from app and web developers to advertisers to providers of mobile operating systems. It examines the innate trade-offs between consumer privacy and successful business models that leverage potentially sensitive user information, and it details existing and pending regulations that will shape the growth of mobile advertising and marketing. Finally, the report offers suggestions and best practices that will help every player in the value chain tap the market.