Doug Chisholm addresses the implications of iOS 11'S blue bar for location targeting in Mobile Marketing Magazine

July 3, 2017

Read Mobile Marketing Magazine article here




One of the most prominent features of iOS 11 is a blue status bar that appears on the user's screen when one of their apps is tracking background data., This has prompted some concern in the Location Marketing industry, who fear that this level of transparency will cause users to withdraw consent. 


Doug Chisholm believes it unlikely to affect all apps as users will understand the trade off, but there may be implications for some,  “I think for a fitness app, the user is going to accept the blue bar, but if a new user were to install Foursquare or a similar app and choose in-app only, that could be bad news for them,” he says.


“It probably won’t affect the ad community, as 90 per cent of location data used in ad tech is from app opens and bidstream requests, rather than background data,” he says. “Everyone wants to talk a good game, but no one has high levels of background data; it’s typically about one per cent.”

“The fact is though that most of the advertising SDKs don’t offer such app functionality and just sniff location data constantly,” says Chisholm. “These will show a blue bar, which is exactly what Apple is trying to achieve here. They don’t like you sniffing location every two minutes.”


Read more abut the implications of i)S 11's Blue Bar for Location Targeting in David Murphy's article: 


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