In the US, location and behavior-based targeting firm Gravy Analytics has launched a privacy-enhancing technology called PrivacyCheck, to help organizations ensure location data generated at sensitive locations is not used, shared or resold.
Gravy combines geo-signal knowledge of where consumers go and what they do, with an 'attendance verification engine' called AdmitOne, to provide marketers with segmentation, lifestyle and in-market buyer audience targeting and foot traffic attribution. In 2019, the firm added a privacy feature to its APIs, preventing access to data collected at sensitive locations, and this has since been integrated into AdmitOne to ensure that no data collected from devices at such locations enters Gravy's location-powered datasets, analytics, or advertising audiences.
The new service will check for data that matches healthcare-related places - including women's health centers - as well as location categories such as religion, education, children and social services. Whether generated by mobile apps, web sites, navigation systems, or IoT devices, any company collecting and storing location data can use PrivacyCheck to find and remove data that matches more than 500,000 privacy-sensitive locations from their systems.
CEO Jeff White (pictured) comments: 'Consumer privacy is the responsibility of everyone in the location technology space, and we all need to do our part to ensure that the data we collect, and use is privacy-friendly. That's why we're making the same, best-in-class, privacy-enhancing technology we use here at Gravy available to others that rely on location data'.
Web site: www.gravyanalytics.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.