Four months after Apple’s iOS 13 update, which gives users a choice in sharing their data, less location data is coming from apps, Digiday reports. Benoit Grouchko, CEO and co-founder of marketing platform Teemo, said opt-in rates to share data with an app when it is not in use are often below 50%, while they were closer to 100% three years ago. “People have decided to stop their phones’ sharing location data at a universal level,” Location Sciences Chief Business Officer Jason Smith said. This is impacting the location-based advertising market as marketers have lost data previously available for targeted advertising, which advertising technology executives said makes the data that remains available even more valuable.
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