Since the launch of iOS 13 last fall, the amount of background
location data that marketers collect has dropped by 68%
according to Location Sciences, a firm that helps marketers
analyze location data.
Location Sciences also found that foreground data sharing, which
occurs only while an app is open, dropped by 24%.
A Google spokesman tells Fast Company that when Android
users have the option to only share location data when
they’re actively using an app, they choose that option about
half the time.
As Digiday reported last week, apps are now seeing opt-in
rates under 50% for collecting location data when they’re not in
use, according to Benoit Grouchko, CEO of the ad tech business