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.