Is Ulta collecting your cell phone data? What is Shadowfence Reporting?

Shop at Ulta? See a box truck out front? Might be a smart idea to avoid shopping there.  American Guerilla Marketing is running advertisements on Facebook showing that they work with the brand Ulta, and are offering a technology called Shadowfence Reporting, which collects cell phone data from anyone within 200 meters of a billboard truck.

This really makes you wonder how often it’s collecting data, are you just driving down the street and happen to pass one of their trucks? Is it collecting your data without even asking?