Report: The State of Privacy & Location Marketing
23 January 2020
Location Sciences Group PLC
("Location Sciences" or the "Company")
New report: The State of Privacy and Location Marketing
Location Sciences (AIM: LSAI), the leading location data verification company, is pleased to announce the launch of a new report into the State of Privacy and Location Marketing.
An analysis of over two billion background location events found that, in the five weeks following the launch of iOS 13 at the end of September 2019, more than two thirds (68%) of iOS 13 users opted out of sharing their background (always-on) location data.
This impacts several key elements of the marketing toolkit, including audience quality, attribution and footfall confidence, multi-touch attribution, and dynamic creative optimisation.
Location Sciences also observed a 24% drop in foreground location data sharing, with fewer users only enabling apps to access their location when they are using them. This decrease in foreground data has a direct impact on media quality and performance.
"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," said Jason Smith, Chief Business Officer, U.S., Location Sciences. "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 provides the following advice for marketers:
· Audit your location reliant technology solutions: Both iOS 13 and other privacy regulation will limit access to highly accurate and privacy compliant location data to a shrinking portion of suppliers in the market. Demand use of an independent and third-party partner to accurately identify credibility of your partner's claims.
· Keep your eyes wide open to IP: Pay particularly close attention to the use of IP within location-based marketing efforts and measurement. As GPS data continues to decrease - heightened use of IP can be expected. Heavy or inaccurate use of IP can ripple through media delivery, personalised ad experience, audience segmentation and most importantly location analytics.
· Be prepared for location data's increase in premium cost and value: Users that do not allow the sharing of both foreground and background location data will require an improved user experience in exchange for their data. As access to accurate and privacy compliant data decreases, marketers can expect the cost of location marketing to increase.
To download a copy of the research, please visit: https://www.locationsciences.ai/the-state-of-privacy-and-location-marketing/
About the research
Location Sciences independent analysis of the impact of iOS 13 on the location
event data of a UK app publisher. More than two billion background location events were analysed from 20th September 2019 to 27th October 2019.
About Location Sciences
Location Sciences is the pre-eminent global location verification provider to the $160 billion digital advertising industry. Working in partnership with brands, media agencies and suppliers to reduce ad-wastage and improve the effectiveness of location-based advertising campaigns.
The digital advertising market place remains unregulated and un-monitored, with an estimated $19 billion wasted on ad-fraud in 2018. Location Sciences has developed Verify, the world's first independent location verification product. Utilising sophisticated machine learning and pattern recognition technologies, Verify detects location ad-fraud and shines a light on location data inaccuracy with the aim of bringing back integrity, transparency and trust to the market place.
For further information please contact:
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Location Sciences Group PLC |
via Milk and Honey PR |
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Mark Slade, Chief Executive Officer |
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David Rae, Chief Financial Officer |
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Shore Capital (Nominated Adviser and Broker) |
Tel: +44 (0)20 7408 4090 |
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Tom Griffiths/David Coaten |
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Milk & Honey PR |
Tel: +44 (0)20 3637 7310 |
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Kirsty Leighton |
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Jessica Ballinger |
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