Systems, methods, and computer-readable media for providing location-based data to secondary content providers via primary content providers are provided. In embodiments, a content request is received from a user device. The content request includes an indication of a primary content provider to which the content request is directed and a secondary content provider to which location-based data is to be transmitted. Upon identifying that location-based data is to be provided to the primary content provider, the location-based data is provided to the primary content provider, which then relays the location-based data to the secondary content provider.