Asked about how Localytics approaches privacy, he explained that 10,000 publishers have installed its analytics software in their apps. End user are notified on an opt-out basis. He says its still “early days” when it comes to privacy in mobile but that the firm takes a conservative stance.
For instance, the company “double hashes” unique IDs, so there’s no way to connect back to an individual. It doesn’t collect email addresses or user names, and it “obfuscates” location to avoid showing a person’s exact location. Given the recent scrutiny around mobile privacy, Aggarwal suggests Localytics may at some point switch to notifiying mobile users of data collection on an opt-in, rather than opt-out basis.