Location-based advertising may get “dumber” as Apple and Google tighten location privacy controls

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 23, 2020, 11:28 AM UTC

Forge direct relationships with consumers so they willingly provide data.

This article states that advertisers are retrieving lesser location data through smartphones due to Apple and Google’s stricter privacy controls. According to Location Sciences, the amount of background location data marketers collected since the iOS 13 launch has dropped by 68%.

The author argues that people are increasingly opting out of sharing their precise location with apps, leaving advertisers with less accurate information. Location Sciences’ Jason Smith says that as Apple and Google are limiting access to GPS data, marketers may turn to IP addresses for location tracking.

However, IP addresses are not as precise as GPS data. Beemray’s Raman Sidhu gives another solution of using contextual clues to predict which messages may resonate. She says that ads must complement a user’s moods, moments, mindsets and emotions.

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