Advertisers panic as iPhone users turn off GPS tracking

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iOS 13.3 in beta
iOS 13 has made it easier for users to shut down location tracking.
Photo: Apple/Cult of Mac

Location data, for a long time a river of gold that enriched companies with digital ad revenues, is starting to dry up as more and more consumers deactivate location tracking on their smartphones.

The growing shortage of GPS data became pronounced shortly after the launch iOS 13, which features a pop-up option to cut off tracking if your iPhone detects an app gathering data on your whereabouts.