Mobile phone owners are increasingly reluctant to share their location data, which is having a significant impact on advertisers trying to plan digital media campaigns, according to research by Location Sciences PLC (LON:LSAI).
The AIM-listed group’s State of Privacy and Location Marketing report found over two-thirds (68%) of Apple iOS 13 users opted out of always-on location data affecting indicators such as audience quality, attribution and footfall confidence and multi-touch attribution.
There was also a 24% drop in foreground location data sharing observed during the study, which has a direct impact on media quality and performance.
Jason Smith, Location Sciences’ chief business officer for the US, said: "Operating system privacy updates are fantastic for consumers, but they have a significant impact on the quality and availability of location data used within marketing.
"We're seeing a noticeable decrease of already scarce high-quality GPS data as well as an increase in the use of poor-quality IP data.
“This is driving a significant shift in media delivery across planning, measurement, audience development, and attribution."
Smith advises marketers regularly to audit privacy regulation technology to ensure location data is credible; check for increased use of IP and to be prepared to pay more for location marketing as users demand improved experiences in return for giving access to their data.
For the full report click: https://www.locationsciences.ai/the-state-of-privacy-and-location-marketing/