Location, Location, Location (with permission)

Google Maps in iOS 13

Location marketing.

It’s a massive part of most advanced media strategies, with significant data coming from mobile apps.

I’ve noticed that iOS 13 is making a significant effort to reduce location data access and sharing, as Apple promised, by asking me on every app how often they should access and showing what they are accessing. See this screen grab from the prompt about Google.

Location strategy has always been strong piece of my overall marketing strategies. My balance of privacy with the behavioral and transactional benefits is the struggle that brands are dealing with - including the exchange of location for personalization or convenience.

How do you think about location and are you changing your approach as privacy restrictions increase?