Seb Joseph at Digiday:
Right now opt-in rates to share data with apps when they’re not in use are often below 50%, said Benoit Grouchko, who runs the ad tech business Teemo that creates software for apps to collect location data. Three years ago those opt-in rates were closer to 100%, he said. Higher opt-in rates prevailed when people weren’t aware that they even had a choice. Once installed on a phone, many apps would automatically start sharing a person’s location data.
Apple’s latest privacy protection move, however, is making people more aware that they do have a choice about which data is shared. Seven in 10 of the iPhone users tracked by location-verification business Location Sciences downloaded iOS 13 in the six weeks after it first became available, and 80% of those users stopped all background tracking across their devices.
“People have decided to stop their phones’ sharing location data at a universal level,” said Jason Smith, chief business officer at Location Sciences.
And now advertisers are upset that Apple has given consumers a choice of whether or not to be tracked, and consumers are choosing not to be.