Current state of location tracking
The mobile marketing landscape is facing a privacy reckoning. Driven by sweeping state data privacy laws and federal crackdowns on the sale of location data, tech giants like Apple and Google are rapidly dismantling passive tracking in favor of explicit, opt-in consent and strict temporary access limits. However, while the regulatory walls are closing in, the fundamental brand need hasn’t changed: marketers still require precise location data to drive relevant consumer experiences. Navigating this new era requires a paradigm shift. By moving away from continuous background tracking and embracing an “as-needed” model right at the moment of consumer intent, LISNR provides a future-proof solution that delivers higher fidelity data while fiercely protecting consumer privacy.
Lots of places in adtech have a “bad actor” problem, but there’s no place where the stakes are quite as high as in the precise location space. Precise location data refers to highly accurate, real-time, or historical information that identifies the exact geographic coordinates of a person, device, or object, often accurate within a few meters.
This data typically includes latitude and longitude coordinates or specific street addresses, collected via technologies like GPS, Wi-Fi signals, Bluetooth beacons, or cellular tower triangulation. However, these modalities fail to meet all requirements of cost, accuracy, and privacy.
The legal landscape is shifting rapidly, and Connecticut’s recent ban on the sale of precise location data underscores this trend. Projections suggest that by the end of 2026, California, Massachusetts, and Washington may join in implementing such restrictions. Collectively, these states will account for approximately one-quarter of the total U.S. population.
With the increase of regulations surrounding precise location-based tracking, data aggregators, stores, and agencies need a solution that helps them identify where consumers are when appropriate (in-store).
The path forward is an opt-in solution that enables a secure connection between consumers and their physical surroundings. Research suggests the problem is not rooted in data collection but rather how it is handled and collected. When privacy and data collection/protection are handled appropriately and securely, many consumers are willing to share information for a better customer experience. Consumers aren’t anti-data, they’re anti-exploitation; they just want a fair trade.
- Almost 100 percent of consumers would share their data for cash rewards
- Nearly 90 percent would share this data for discounts based on location
- 66 percent would share data for loyalty points/programs
If your company can provide a better experience for users, this can be a great tactic to strengthen relationships with customers and prospects by offering more relevant information and rewarding loyal customers. (1)
LISNR’s location-as-needed solution future-proofs against data minimization policies
LISNR’s Radius technology allows standard devices to communicate with each other over high-frequency audio using their built-in (or external) speakers and microphones. Communicating above the normal human hearing range allows physical locations to connect to their consumers’ digital channels without disruption or friction. With Radius in place, merchants can better understand their consumers’ behavior in physical stores and trigger timely, targeted interactions. Unlike other location-based services, LISNR does not collect the geographic information of receiving or transmitting devices.
With an opt-in-first mindset, Radius prioritizes privacy in data collection. With a Radius implementation, the retailer broadcasts specific zones within the store that help identify what products the consumer is standing in front of. This allows for aisle-level precision without tracking the customer’s location outside of the store.
When identification within the physical store is established, retailers can help serve the best advertisements directly to their consumers’ devices. As stated above, the industry has seen an increase in consumers’ willingness to share information that clearly enables a better experience. In this model, consumers can be served more accurate, higher-converting advertisements over time.
LISNR takes great pride in our privacy protocols that enable these engaging and non-exploitative environments for consumers.
The Radius SDK transmits and processes data in real time, meaning consumer audio is never recorded. Furthermore, Radius applies bandpass filters to audio captured by the microphone, processing only our frequencies of interest (16kHz-20kHz), which are too high for most audible speech. Radius collects zero personal data; it collects high-level analytics data to ensure the experience remains secure and reliable. Radius also requires a strict opt-in for consumers’ microphone permissions, adhering to mobile operating system standards.
The market has spoken; consumers don’t mind sharing data with operators, but the experience needs to be rewarding and the sharing as-needed. LISNR is challenging the market to capitalize on this trend while maintaining consumer privacy.
We are excited to talk to the market about these opportunities and help with solutions for potential implementations. Get started with a future compliant in-store location service.
This article is part of LISNR’s ongoing exploration of how deterministic presence verification is reshaping commerce and media measurement. For the full Proof of Presence thought leadership series, start with Your Omnichannel Promise Has a Presence Problem (Article 1), then read “Trust Me, Bro” Is Not Proof of Presence (Article 2), and Mind the Proof Gap (Article 3).
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