Apple’s New Security Measures Make Location Based Ads Less Effective

One of the more controversial aspects of the modern internet have to do with things like location data being harvested for the purposes of giving you location specific ads. Advertising is pretty much the backbone of the modern internet with the vast majority of tech based companies using this data for the purposes of selling it to marketing agencies as well as brands and corporations, and this is something that people are often not comfortable with but the fact of the matter is that these big corporations pretty much run the internet which is a big part of the reason why we often can’t really do too much about what they are doing that we don’t like.

However, once in a while a big tech company might just do something or the other that is actually in favor of consumer rights, and the latest move by Apple may just be a prime example of something like this happening all in all. The latest version of iOS has privacy settings that can help prevent location data from being accessed, and this is very much in the vein of Apple giving you options in this regard for quite long period of time all in all.

The way this security feature works is that you would be asked before an app accesses your location and it is up to you what kind of permission you want to grant the app. You can either give the app one time permission, allow it to access your location only when you use the app or alternatively grant it permanent permission. This has already resulted in location based data being used far less often for advertising campaigns which is something that the average internet user would probably be very grateful for given the kind of mishaps that have happened in the past. According to a report published by Location Sciences, which is based on 2 billion background location events, since the introduction of Apple's iOS 13 the firm has observed a 68 percent decline in always-on location data.

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