Location Intelligence 2019

Marketers Adapt to Evolving Privacy and Data Landscape

Executive Summary

Marketers are using more location data than ever, but consumer privacy concerns and an evolving landscape have raised new challenges. Marketers must be more transparent and thoughtful about collecting and using geolocation.

How are marketers using location data?

Marketers still use real-time location data for targeting, but they increasingly view the data as a strategic asset that can tell them more about their customers, store performance and competitors.

Has location data quality improved?

The overall accuracy of data has improved due to more data coming from software development kits (SDKs) in apps. More importantly, marketers have improved their ability to distinguish good data from bad.

Have consumers changed their attitudes toward sharing location data?

Consumers appear more knowledgeable and skeptical about sharing location data, but they haven’t changed their behavior yet. Many consumers are willing to share their location data with marketers in exchange for some type of value. Others may want to reduce data sharing, but don’t know how. Regardless, it’s likely that consumers will demand more control over their data in the future.

How has the advertising industry reacted to GDPR?

Some third-party data collectors have withdrawn from the market, but clear consent rules appear to have improved the data quality coming from location data suppliers. The General Data Protection Regulation (GDPR) has also provided a model for regulations in other parts of the world.

WHAT’S IN THIS REPORT? This report looks at how location data and consumer attitudes toward its use have evolved over the past year.

KEY STAT: The clear majority of US internet users are aware of active location tracking and will likely demand more control over its use.

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Table of Contents

  1. Executive Summary
  2. The Importance of Location Data to Marketers
  3. Location Data Quality
  4. Government Regulations
  1. Privacy Concerns Rise
  2. Key Takeaways
  3. eMarketer Interviews
  4. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Interviewed for This Report

Julie Bernard
Interviewed March 15, 2019
Ocean Fine
Vice President, Agency and Strategic Partnerships
Interviewed March 1, 2019
Richy Glassberg
Safeguard GDPR
Co-Founder, CEO
Interviewed March 1, 2019
Mike Herrick
Urban Airship
Senior Vice President, Technology
Interviewed March 11, 2019
Jake Moskowitz
Head of Emodo Institute
Interviewed March 15, 2019
Chuck Moxley
Interviewed March 14, 2019
David Shim
Founder, CEO
Interviewed March 5, 2019
David Staas
Interviewed March 5, 2019
Hervé Utheza
Here Technologies
Director, Head of Media, Advertising and Network Operators
Interviewed March 12, 2019
Simon de Beauregard
Pernod Ricard
Director, Engagement
Interviewed March 21, 2019
Sarah Bucaro
Global Partnerships Manager
Interviewed March 19, 2019
Brian Cleary
RedPoint Global
Vice President, Solutions Marketing
Interviewed March 28, 2019
Marc Coffey
Executive Vice President, Head of Strategic Partnerships
Interviewed March 18, 2019
Dan Jaye
Co-Founder, Head of Product
Interviewed March 8, 2019
Garrett MacDonald
Executive Vice President, Strategic Sales
Interviewed March 29, 2019
Spandan Mahapatra
Tata Consultancy Services (TCS)
Business Head, Technology and Global Head, Business Solutions Unit
Interviewed February 28, 2019
Mandana Mellano
Thinknear by Telenav
Vice President, Marketing
Interviewed February 25, 2019
Jill Orr
Interviewed March 14, 2019
Bruce Rogers
SITO Institute for Consumer Behavior and Location Sciences
Managing Director
Interviewed March 4, 2019
Sven Ruppert
Co-Founder, CEO
Interviewed February 28, 2019
Mark Salde
Location Sciences
Interviewed March 4, 2019
Chris Yamaoka
General Counsel, Chief Privacy Officer
Interviewed March 7, 2019

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Yoram Wurmser


Caroline Cakebread
Junior Analyst
Lauren Fisher
Principal Analyst
Chris Keating
Research Director
Nicole Perrin
Principal Analyst

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