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Location Intelligence Companies Respond to New Android Privacy Controls



Confidentiality is the new black. At F8 Google I / O and, this week, Google Marketing Live, privacy is in the foreground, with Facebook and Google discussing how they improve their life. implementation of transparency and data privacy controls for users. In addition, this week, Facebook announced a tool "Clear History" that will affect the data available to marketers.

There is much to be unraveled in all of these changes, in light of a thorough regulatory review and consumer dissatisfaction. Specifically, on the issue of location and privacy, Google has previously announced a number of changes to the collection and management of data and their management:

Google will allow users to delete location activity data directly in Google Maps. Location History Removal Function (after 3 or 18 months) The maps will also work in Incognito mode and will not capture the location history.

Beyond that, Google's new Android Q matches the privacy controls of Apple's localization and offers a new option of sharing location with. developers "during the use of the application". Previously, there was a binary choice: refuse or always. The operating system will also remind users that the location is running in the background if "always allow" was the initial choice of the user's location settings.

How will these changes to Android location data permissions (and their collection) have an impact on businesses and marketers that provide or use location data – more and more an alternative to cookies – for targeting and attribution? I asked Placed, PlaceIQ, NinthDecimal and Factual reactions.

Brian Czarny, Director of Marketing, Factual

"Google's decision to increase transparency is a good thing for both consumers and the location data ecosystem. Consumers must have the opportunity to understand and control when and how their data is being used, which will lead to improved online experiences and trust in platforms and providers, and we welcome Google's efforts to bring more of transparency and control to users of Android Q. "

Duncan McCall, CEO of PlaceIQ

" We are encouraged by Google's decision to align the permissions of location on the same Apple format, Google's "All or Nothing" permission, we believe that it is a bit dated and does not reflect the widespread use and current applications of location data by mobile applications.

We believe that this will lead to more choice for consumers when it comes to sharing a location, but also and especially a context and further explanation – and we expect to see the same result as when Apple implemented this change, which is an increase in the number of devices sharing a location. data, with a very slight decrease in the percentage of users sharing (always) data in the background. Overall, the amount of location data has increased.

Why, you may be wondering, do we expect this to be the case? Take the case of how this has already occurred in the Apple ecosystem. Before the location applications used by Apple offered the three options, developers had to choose between two questions to ask the user:

Would you like to share your location at any time? or not? to use the application or not?

This has led many applications to offer users only the option "in use", lest more consumers answer "no" to the option "at all". moment". When Apple changed this system, applications were not blocked in this way and began asking for the location of the background when they did not have it. not before (Uber was a great example).

This resulted in an increase in the number of users sharing location data and a slight decrease in the percentage of location sharing users sharing background data . Overall, the amount of location data has increased as a result of the change.

We expect similar changes in the Android ecosystem:

Other applications will require the location and the background now that it is not a conditional yes / no. .More users will agree to share their location as before.Most users will consent to the "use-by-use" of most applications.

However, all this is accompanied by a massive asterisk. We expect this change to take years to take effect because of Google 's challenge related to the fragmented installation base of Android that will allow the adoption of new versions of the. Android for existing devices. The only reliable upgrade path for the Android setup base is the acquisition of new peripherals, which happens less and less regularly these days.

At the IO, Google reported that the most recent version of its public operating system had only a 10% penetration. Compare that to more than 80% of Apple devices using iOS 12. "

David Shim, CEO of Placed (owned by Snap)

" Google's Privacy Changes Benefit Consumers and to companies that believe that the location's data are valuable only if measured with the consumer's consent, transparency and control. These features of Google and Apple will eliminate these bad actors in the location space, which will ultimately benefit the entire ecosystem. "How and when they chose to share the data is good for the industry." The proposed changes for Android Q essentially create a common user standard for both main operating systems (Android and iOS) Consumers can apply the same choices of ever, only when using and always for each application for sharing location data.We do not believe that this will result in any significant change in the industry. same options in recent years on iOS, which does not translate into a significant reduction in location data from iOS devices. "

The Takeaway: Consumer Control Offers the trust

Many people, including Google, say that giving consumers more control over data collection is a good thing. hose for the sector because it promotes trust. These leaders of location data companies agree. But is it only public relations phrases? The evidence suggests "no" and seems to corroborate them.

As Duncan McCall mentioned, when Apple offered more control to the consumer on location sharing with apps, it reduced the number of those users sharing "always," but increased sharing location data in the set. That's why consumers had more control and confidence.

The example Teemo in France is also instructive. "We're seeing membership rates as high as 80% when we share [location] data with third parties," said CEO Benoit Grouchko. "We were positively surprised by the numbers."

About the Author

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Greg Sterling is a contributing editor of Search Engine Land. He writes a personal blog, Screenwerk on the links between digital media and consumer behavior in the real world. He is also Vice President of Strategy and Knowledge for the Local Search Association. Follow him on Twitter or find him at the address Google+ .