Sign up for our daily briefing
Make your busy days simpler with Axios AM/PM. Catch up on what's new and why it matters in just 5 minutes.
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Denver news in your inbox
Catch up on the most important stories affecting your hometown with Axios Denver
Des Moines news in your inbox
Catch up on the most important stories affecting your hometown with Axios Des Moines
Minneapolis-St. Paul news in your inbox
Catch up on the most important stories affecting your hometown with Axios Twin Cities
Tampa Bay news in your inbox
Catch up on the most important stories affecting your hometown with Axios Tampa Bay
Charlotte news in your inbox
Catch up on the most important stories affecting your hometown with Axios Charlotte
Serge Matta, president of GroundTruth, at an Axios event on 5G.
Serge Matta, President of global tech platform GroundTruth, said 5G is "very, very close" to impacting retail. Through the 5G network, stores in a mall could pinpoint customers' location, even while they are offline, through constant pinging in the network.
Why it matters: Matta predicts that 5G could push shoppers into stores by using their offline behaviors, which could help spark a rebound in retail.
Yes, but: As 5G strengthens, the tech world will need to confront privacy concerns. GroundTruth currently tracks 75 million people, and every single one had to "knowingly" give opt-in consent, Matta said.
"The consumer has to provide explicit consent we're tracking them"— Matta
The big picture: Before 5G can help the retail industry get back on its feet, privacy concerns and regulations must be addressed within the network.
Sign up for our Axios Login newsletter here.