In a move to increase user privacy, Google Maps released updates to give users more control over location data storage and recent activity.
With these updates, users will be able to manage their location history more precisely. However, the changes could affect the analytics used by marketers for location targeting.
Storing history on local device
First, Google Maps’ History feature, a tool that helps users remember places they’ve been, is getting a major privacy-focused update.
Google screenshot, December 2023
Users with location history enabled will soon discover that their timeline will be stored directly on their devices and not on cloud servers.
This storage decision gives users additional autonomy over their location data and the assurance that it will remain private.
For those who switch phones or are worried about losing their device, there’s the option to back up their timeline to the cloud.
Impact on sellers
On-device storage and deletion tools could limit the amount of user location data available for ad targeting, which could impact campaigns that rely heavily on location-based targeting.
Updated location history controls
When Google Maps users turn on the automatic deletion of location history, it will have a default life cycle of three months. Previously, this default setting was set to 18 months.
Google screenshot, December 2023
Users can customize this option to keep location data longer or turn off location tracking.
Impact on sellers
Users may become more cautious about sharing location data, which will lead to changes in search behavior and may affect the effectiveness of location-based keywords and copy announcement
Ads that emphasize privacy and user control may resonate better with users, such as highlighting opt-in features for location sharing or transparent data usage policies.
Delete recent activity in location history
In the coming weeks, support will be introduced for managing location information related to specific places directly in the Maps app.
Google screenshot, December 2023
In addition to convenience, the blue dot on Google Maps, symbolizing the user’s current location, will now act as a quick access point to location settings.
A simple tap will show if Location History or Timeline is turned on and if Maps can access your device’s location data.
This feature could be valuable for holiday shopping or planning a surprise by allowing users to cover their digital tracks.
Impact on sellers
If changes to Google Maps result in less location data, contextual targeting based on users’ interests and online behavior may become more important.
conclusion
these updatesrolling out gradually over the next year to Android and iOS, demonstrates Google’s commitment to user privacy.
Featured Image: Ralf Liebhold/Shutterstock
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