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Apple and Google’s location privacy controls are working – Source

Spare a thought, if you will, for the digital advertisers who have grown dependent on knowing your exact whereabouts at any instant.

New information shows that the biggest source for all this location data–namely, the smartphones that we carry around everywhere–is drying up as Apple and Google offer stronger, clearer privacy controls on their platforms.

Some recent data points to consider:

  • 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.
  • A recent survey by the mobile analytics firm Herow found that about a third of Americans…

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