LSAI.L Regulatory News (LSAI)

Location Sciences Group PLC

("Location Sciences" or the "Company")

Statement Regarding Share Price Movement

Location Sciences (AIM: LSAI), the leading location data verification company, has noted the recent downward movement in its share price and market speculation surrounding the launch of Android 11 later in 2020.

The Company wishes to advise shareholders that the impact of the increased privacy settings contained within the Android 11 update, is expected to have a positive impact on the adoption of Verify, being the only independent location verification tool available globally.

The Company's whitepaper "The State of Privacy and Location Marketing", published on 23 January 2020 and available from the Company's website, shows the plethora of reasons shareholders should be optimistic on the impact of tighter privacy legislation in the mobile world, which reduces the availability of high quality location data and increases the propensity of fraud.

As previously announced, an analysis of over two billion background location events found that, in the five weeks following the launch of iOS 13 at the end of September 2019, more than two thirds (68%) of iOS 13 users opted out of sharing their background (always-on) location data.

This impacts several key elements of the marketing toolkit, including audience quality, attribution and footfall confidence, multi-touch attribution, and dynamic creative optimisation.

Location Sciences also observed a 24% drop in foreground location data sharing, with fewer users only enabling apps to access their location when they are using them. This decrease in foreground data has a direct impact on media quality and performance.

"Operating system privacy updates are fantastic for consumers, but they have a significant impact on the quality and availability of location data used within marketing," said Jason Smith, Chief Business Officer, U.S., Location Sciences.

Mark Slade commented: "The launch of Android 11 will drive a further decrease of already scarce high-quality location data as well as an increase in the use of poor-quality and fraudulent location data. We see this as a tremendous opportunity for Location Sciences to drive the adoption of Verify across the AdTech ecosystem and be part of the solution which drives ROI for advertisers."

To download a copy of the research, please visit: https://www.locationsciences.ai/the-state-of-privacy-and-location-marketing/

For further information please contact:

About the research

Location Sciences independent analysis of the impact of iOS 13 on the location event data of a UK app publisher. More than two billion background location events were analysed from 20th September 2019 to 27th October 2019.

 About Location Sciences

Location Sciences is the pre-eminent global location verification provider to the $190 billion digital advertising industry. Working in partnership with brands, media agencies and suppliers to reduce ad-wastage and improve the effectiveness of location-based advertising campaigns.

The digital advertising market place remains unregulated and un-monitored, with an estimated $19 billion wasted on ad-fraud in 2018. Location Sciences has developed Verify, the world's first independent location verification product. Utilising sophisticated machine learning and pattern recognition technologies, Verify detects location ad-fraud and shines a light on location data inaccuracy with the aim of bringing back integrity, transparency and trust to the market place.