Fysical deals with data primarily from mobile applications such as weather apps, travel apps etc. that have access to location services. They collect this data and share it with marketers, hedge funds, real estate companies and smart cities.
There are a lot of problems in this industry such as lack of transparency and compliance. Fysical is looking to set a standard to prove data origin (data supply chain verification), to prove compliance that a user actually opted in to share this data and users can claim right to it. Also to create a standard to verify the accuracy of location data traded on the market.
