In a move to increase user privacy, Google Maps launched updates to give users more control over location data storage and recent activity. Updated Location History ControlsWhen Google Maps users activate the auto-delete function for Location History, it will have a default three-month lifecycle. Users can customize this option to keep location data longer or turn off location tracking. A simple tap will display whether Location History or Timeline is engaged and if Maps can access device location data. Impact On MarketersIf the changes to Google Maps result in less location data, contextual targeting based on user interests and online behavior might become more important.