No "maybe" about it (that turning off location services "maybe" isnt enough to stop your phone being tracked)....
There are shopping centres that base shop rents on shop position relative to the most travelled areas of the mall. There are specialist companies who can work out what are the most travelled areas using lots of technologies. Of interest in this context is one I recently looked at - they don't need location services on, just wifi. Your phone wifi constantly seeks out hotspots when it is on, and can give a representation of signal strength to you. Guess what... with lots of hotspots deployed in the mall and smart software you can be triangulated to sub metre accuracy as you walk through a mall.
All this without you actually connecting to any of those hotspots. And location services off. Just by being in range of as little as three appropriately positioned hotspots you are "identified" (by your phone's wifi adapter MAC address) and "located".



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