Gravy Analytics has debuted a product that helps brands
ensure that location data is not used, shared or resold.
The new offering, PrivacyCheck, allows users to find and remove data that matches more than 500,000
privacy-sensitive locations,whether generated by mobile apps, websites, navigation systems, or IoT devices.
PrivacyCheck will check for data that matches healthcare-related
places—including women’s health centers—and sensitive locations in such categories as religion, education, children, and social services.
Gravy has
integrated a privacy feature it added to its APIs in 2019 into its AdmitOne data processing platform. This prevents access to data collected at sensitive locations
The firm notes
that location analytics built on pseudonymous location data is relied on by firms in many industries to make decisions that affect productivity, efficiency, and
safety. However, these use cases raise privacy issues.
PrivacyCheck is being offered as a subscription service
“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,” states Jeff White, founder and
CEO. Of Gravy Analytics.