Location Intelligence 2020

Privacy Concerns Start to Squeeze the Supply of Mobile Location Data

About This Report
Using location data has gotten harder over the past year. This report looks at how consumer privacy concerns are affecting the supply and quality of location data. It also looks at how marketers are responding.

Executive Summary

Location data has been a boon for marketers who have learned to use it in their customer segmentation, analytics, attribution and targeting. But with new restrictions, the location industry will undergo major changes in 2020.

What effects will privacy concerns and regulations have on location data practices this year?

Marketers are vetting suppliers more carefully and investing in developing the ability to collect their own location data. They’re also using more general, nonbehavioral location data for contextual marketing around weather or region.

Are consumers comfortable sharing location data?

Although about 30% of US smartphone owners are uncomfortable sharing location data, the majority are either neutral or OK with it.

How has the availability of location data changed over the past year?

iOS 13 has cut the flow of some types of location data by as much as 68%. Restrictions on Android 10 and under the California Consumer Privacy Act (CCPA) will further reduce the flow of data in 2020.

How will supply changes affect pricing?

Prices for premium location data have gradually risen even prior to recent regulation. Regulations haven’t really affected prices yet, but it’s likely that demand for verified, premium location data will push prices up in the future.

Will regulation affect location data quality?

Yes. To make up for short-term reductions in available location data, many providers are relying on lower quality IP addresses. But longer term, the market will skew toward high-quality data.

WHAT’S IN THIS REPORT? This report looks at how privacy concerns are changing location data marketing by influencing the supply, price and marketer incentives for using location data.

KEY STAT: Only a third of US smartphone users are comfortable with their location data being used for marketing purposes, according to an April 2019 Factual survey conducted by the University of Southern California (USC).

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Table of Contents

  1. Executive Summary
  2. Location Data Comes into the Spotlight
  3. The Effects on Location Data
  4. Quality Improves … Sort of
  1. Four Ways Marketers Are Adapting
  2. Key Takeaways
  3. eMarketer Interviews
  4. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Interviewed for This Report

Emily Anthony
Director, Media Services
Interviewed November 8, 2019
Josh Anton
Founder, CEO
Interviewed January 17, 2020
Sean Clayton
Head of Strategy
Interviewed December 17, 2019
Stan Coignard
Co-Founder, Americas CEO
Interviewed January 8, 2020
Brian Czarny
Interviewed December 18, 2019
Mario Diez
Interviewed December 18, 2019
Dan Dillon
Reveal Mobile
Vice President, Marketing
Interviewed December 19, 2019
Pascal Ehrsam
Interviewed November 7, 2019
Trevor Hamilton
Vice President of Sales, East
Interviewed January 22, 2020
Brian Handly
Reveal Mobile
Interviewed December 19, 2019
Nadya Kohl
Executive Vice President, Business Development and Marketing
Interviewed February 5, 2020
Kelly McGee
Jersey Mike’s Subs
Director, Digital Marketing
Interviewed January 27, 2020
Matt Novick
Interviewed February 5, 2020
David Shim
Interviewed January 3, 2020
Jason Smith
Location Sciences
Chief Business Officer, US
Interviewed January 28, 2020
David Staas
Interviewed January 16, 2020
Cindy Syracuse
TGI Fridays
Vice President, Marketing
Interviewed January 17, 2020
Jenna Umbrianna
Anagram & Digilant
General Manager, Anagram
Interviewed November 19, 2019
Hervé Utheza
Here Technologies
Chief Data Strategy, Americas and Head of Media, Advertising and Network Operators
Interviewed January 3, 2020
Brian Yamada
Chief Innovation Officer
Interviewed January 22, 2020

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Yoram Wurmser


Blake Droesch
Junior Analyst
Lauren Fisher
Principal Analyst
Chris Keating
Research Director
Nicole Perrin
Principal Analyst