Privacy is very important at StreetLight Data (StreetLight). We do not process, use, or distribute personally identifiable information in our products. However, we recognize that there are risks and misconceptions regarding the emerging area of market analytics using location based information, including the possibility that anonymized data could be linked together to subsequently re-identify an individual.
We have therefore prepared the following summary to highlight the approach taken at StreetLight to minimize the possibility that data could be linked together in ways that allow for the re-identification of an individual.
The data we use at StreetLight Data for the creation of our products comes from a variety of sources. These sources include GPS and other Location-Based data from connected cars, trucks, traffic, apps, publicly available census, traffic counts, points of interest, and third party aggregators. StreetLight does not sell any market analytics that describe the behavior of individuals. We do not enable marketing messages targeted to individual devices such as cell phones.
Criteria For Data Providers
StreetLight has set out a number of requirements for all data sources and does not accept data sources as input unless the following criteria are met:
- No real time data. StreetLight requires the data to be at least 15 minutes old.
- Individuals must be “de-identified” to the greatest extent possible prior to StreetLight receiving the data. That means stripping the data of personally identifiable information – including customer attributes such as name, address, phone number, age or gender.
- Records containing encrypted customer identifiers are persistent only for duration set by the individual suppliers. StreetLight does not have access to the decryption algorithms.
Steps Taken Once the Data is In-House at StreetLight
StreetLight adheres to a number of principles once the data is in house and made available for use in creating our products:
- Records are decomposed and contribute to the creation of multi-dimensional probability distribution functions for analysis with other material.
- The resulting output is provided as Metrics about aggregated composite groups; for example, “half of the group of people who shop in this shopping district live 10 miles away or more.”
- StreetLight has put in place a number of further protections, including automated privacy and coverage checks for requested Metrics.
- StreetLight employs best-in-class information security practices to ensure the security of the data and continues to build multi-layered network security architecture and system audits/controls.
At StreetLight, we look for patterns in the movement of groups of people, not the movement of individuals.