Google knows where you are, and so do advertisers.

Sebastian Meineck:

Google Maps knows everything. Not just about every street, and every cafe, bar and shop on that street, but the people who go to them. With 1 billionmonthly active users, the app is embedded in people’s lives – directing them on their commute, to their friends’ and families’ homes, to doctor’s appointments and on their travels abroad. 

The fact that Google Maps has the power to follow your every step doesn’t automatically mean it’s misusing that power. But they could, which is an issue in and of itself, especially since Google’s headquarters are in the US, where privacy legislation is looser than in Europe and intelligence agencies have a history of surveilling private citizens (I see you, NSA).