There’s a new article at DIGIDAY on how Apple’s new privacy features have further rattled the location-based ad market. The iOS location and Bluetooth permission changes have caused users to opt-out of marketing messages:
Right now opt-in rates to share data with apps when they’re not in use are often below 50% … Three years ago those opt-in rates were closer to 100%Benoit Grouchko, Teemo
80% of those users stopped all background tracking across their devicesLocation Sciences
Google’s discontinuing support for Android Nearby notifications and Apple’s tightening of permissions have caused the demise of unsolicited marketing using beacons. This is understandable because unsolicited marketing is seen by end-users as intrusive and creepy.
However, the iOS and Android mechanisms are still there for more worthy applications such as visitor space usecases that need to provide location based information. For these types of application, there’s the need for good app onboarding explaining location and Bluetooth usage in order to provide the location-based information that the end-user is requiring.
While unsolicited marketing was the key benefit when iBeacon was first announced, the use of beacons has since diversified into less contentious and more practically useful areas such as real time locating (RTLS), IoT Sensing and insights through machine learning.