The projects I was involved with were more about appraising the value of a shop's position, the value of billboards, and also some time and space related thing

The projects I was involved with were more about appraising the value of a shop's position, the value of billboards, and also some time and space related thing (like "where do the people passing in front of my shop sleep?" and "what's the peak in my street?", "how many out-of-area people pass in front of my shop?"). But it's true that I also know of one project that uses phone data to check highway traffic congestion (A6 in Provence, France). It's also ad-related, because the data is sold to media companies whose major income is form advertisement.