5G networks are operating in over 60 countries as of early 2021. This report reviews what the arrival of 5G means and focuses on some of the critical applications that will make it revolutionary.

The newly passed California Privacy Rights Act (CPRA) goes a step further and considers precise geolocation data as sensitive personal data requiring even more stringent protections.

This is similar to a previous move Apple made with geolocation in iOS 13. As the old maxim says, this is how the cookie crumbles.

This includes IP address location when using online or mobile banking, GPS location when using mobile banking, and, above all, GPS location when not using mobile banking. Moreover, the issue of data collection will be even more front of mind for consumers now, following the iOS 14.5 update. Banks can limit geolocation to less granular, first-party data points such as ATM and branch visits.

Microwave ovens, Global Positioning Systems (GPS), virtual reality, and the internet itself, for instance, all started off as military projects before eventually making their way to consumers.

Live View relies on “global localization”—a combination of Visual Positioning Service (VPS), Google Street View, and machine learning—which uses a phone’s camera to scan environmental images to determine a user’s precise position and orientation more accurately than GPS.

eMarketer principal analyst at Insider Intelligence Yoram Wurmser discusses what he's paying attention to in 2021 and why: how the coronavirus changed mobile, the importance of iOS 14, and regulation's impact on location data.

Google’s Live View AR tool, which draws upon the massive image, object-recognition, and geolocation database it has built, is a product of this work. Apple, which introduced its own AR cloud in several US cities last summer, will use “localization imagery” to create location-based AR experiences.

Rich media consists of alive, dynamic ads, expandable, flappy taylor, GPS ads, hole in the wall, on wheels, push down, rewards, rich media interstitial, run run run, save the date, selfie, social profile windows, the show, thermostat, and WhatsApp chat. No. 5: Social Media Continues to Attract Ad Dollars as Consumers Spend More Time on Prominent Platforms.

This could overcome problems in urban or indoor areas, where GPS signals often fail. “Location signals from operating systems are a combination of Wi-Fi triangulation, cell tower triangulation, GPS and other signals,” Staas said.

These vary by country and region and run the gamut from thermal cameras with facial recognition to AI-powered sentient robots to GPS and Bluetooth location-tracking apps. Some examples:.

Geolocation: the physical location where a user engages with the publisher site to help inform what ad to serve. “In some cases, we have publishers that are collecting anywhere from 400 to more than 1,000 data points about their readers,” BlueConic’s Munchbach said.

Devices powered by voice, haptics (touch), gesture, and biometrics—which all require immediate access to large data repositories—will work faster and return content, messaging, or authentication more quickly. 5G’s improved reliability/continuity and superior geolocation will enable media and marketers to serve up high-quality content on the go.

“The adoption rate of apps sending GPS data has picked up tremendously over the past couple of years,” said Sven Ruppert, co-founder and CEO of mobile and digital out-of-home (DOOH) demand-side platform Splicky. SDKs sit within the code of the app and are able to grab the location data captured by the GPS sensor, assuming the customer has opted in to location sharing.

Mobile dethroned TV in 2019 as the channel where US adults spent the most time. While it may be a symbolic threshold for now, it’s still notable that the average US adult spent 3 hours, 43 minutes (3:43) on their mobile devices in 2019, compared with the average 3:35 spent watching TV. As recently as 2016, US adults watched nearly an hour more of TV than they spent on their smartphones and tablets (4:05 vs. 3:08).

Marketers have embraced location data for several reasons. It can help personalize experiences for customers, better isolate customer paths to purchase, create better customer segments, and identify opportune moments to target potential clients. But new restrictions on collecting location data will make it more costly for advertisers in 2020.

Marketers must be more transparent and thoughtful about collecting and using geolocation. In this Meet the Analyst Webinar, made possible by HERE Technologies, eMarketer principal analyst Yoram Wurmser discusses how location data and consumer attitudes toward its use have evolved over the past year. Not a PRO user? You can view an on-demand version here.

eMarketer principal analysts Mark Dolliver and Yory Wurmser and forecasting analyst at Insider Intelligence Eric Haggstrom discuss whether Uber, Lyft and Airbnb can make a comeback. They then talk about what kids are doing with their increased screen time, location data consent and how comfortable Americans are with normal, everyday activities.

Location data has become a valuable resource for restaurants looking to target potential customers in specific areas. This data can provide analytics and attribution for marketing strategies, with opportunities to drive performance on a more granular level, including specific times where restaurant traffic is at a lull.