Our Commitment to Privacy
Privacy is one of the core principles at StreetLight Data. Our analytics only describe the movement of groups of people - not the movement of individuals.
This means that we do not process, use, or distribute personally identifiable information in our products. Our services do not enable marketing messages targeted to individual devices such as cell phones. However, we recognize that there are risks and misconceptions regarding the emerging area of market analytics using location-based information. These risks include the possibility that anonymized data could be linked together to subsequently reidentify an individual. We follow a proven approach to minimize the possibility that data could be linked together to reidentify an individual. In addition, we contractually require our customers to commit to not using our Metrics to re-identify individuals.
What We Expect from Our Data Suppliers
The data we use for the creation of our products comes from a variety of sources. These sources include navigation-GPS and other Location-Based data from connected cars, trucks, traffic apps, publicly available census, traffic counts, points of interest, and third-party aggregators.
We have established guidelines for our data suppliers to promote responsible data practices and ensure the data they provide meets our high standards for privacy protection. Data source material must meet the following requirements:
- Data must be archival. No real-time data.
- Data files are not to contain personally identifiable information. We expect our suppliers to remove personally identifiable information (e.g.: customer name, address, phone number, age, and gender) from all location records and to take reasonable steps to “de-identify” the remaining information using best practices. For example, records may contain encrypted device identifiers for which StreetLight does not have access to the decryption algorithms.
How We Protect Our Location Data Resources
Once in house, the data sources are algorithmically processed into Metrics. This process occurs in our secure data repository that sits behind a multilayered network security architecture supported by system audits and controls. Here are some highlights of the steps we take to transform the data into Metrics:
- Records are decomposed and contribute to the creation of multidimensional probability distribution functions for analysis with other materials through normalization, aggregation & contextualization.
- 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.”
- Every analysis in the StreetLight InSight® platform goes through an automated coverage and privacy check to ensure sufficient source material penetration and aggregation by factors such as time, space, and land use.
What We Expect From Our Customers
We expect our customers to use responsible data practices. We require them to contractually commit to not using StreetLight Metrics in combination with other materials to try to identify and target individuals.
Do You Have Questions About Our Privacy Practices?
Use the form below to get in touch, or write to us using the address below.
Attention: Privacy Office. StreetLight Data, Inc 135 Stillman Street San Francisco, CA 94107