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US domestic freight visibility providers are shaking up the traditionally one-sided approach to data — one that has largely focused on allowing cargo owners to track their shipments — by sharing the benefits with those shippers’ suppliers, customers, and carriers.

While the scope of visibility ( has widened from simple location services to include aspects such as the condition of the freight and predicted estimated times of arrival (ETAs), a potentially more impactful change is the idea that the same visibility data can benefit multiple parties.

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