A new report by Inneractive has discovered that there has been a significant increase in the demand for location data. Data from 2016 shows that there was a 170% rise in data requests for user locations, as well a 20% rise in requests for GPS data. The report examined 800 million unique users around the world, and saw that the increasing use of location-based advertising was behind the change. Roni Anavi-Fass from Inneractive said that the increase in location-based data was “a win-win situation, with users receiving more relevant ads and advertisers and publishers enjoying higher engagement”. Notably, it was also revealed that there was a 133% increase in video ad requests, as smartphone numbers continue to increase worldwide.