Originally developed by Dr. Ann Cavoukian, former Information and Privacy Commissioner of Ontario, Privacy by Design builds on the premise that privacy should be embedded into the design, operation, and management of IT systems, networks, and business practices in order to prevent privacy vulnerabilities and the potential for irreparable financial and reputational harm.
Itis now law under the EU’s General Data Protection Regulation (GDPR) and globally recognized as an ISO standard being developed by ISO/PC 317 Committee for Consumer Protection: Privacy by Design Consumer Goods and Services.
No, our screens use anonymous audience detection. The difference is important as it’s central to privacy. With audience detection, all our camera "sees" are vectors and numbers translated into code, not real images. The screen is a one-way data reader that counts generic attributes completely anonymously.
Our platform cannot recognize if an individual takes multiple trips in an elevator. It will count each trip as a new data point and has no memory or recall of previous trips.
Audience detection doesn’t have the same privacy concerns that services like Google, Facebook, or other digital advertising platforms have. We collect no personally identifiable data from our screens and we do not store images or video. Digital advertising, on the other hand, collects massive quantities of personal information and shares it with unknown third parties.
Our ELEV8 platform uses audience detection data to count and describe elevator traffic in broad terms, while providing demographics for use in campaign performance. The data we gather is limited to how long an anonymous individual is looking at the screen along with a basic estimate of their general demographic characteristics such as gender and age.
Our ads are relevant to riders. Providing feedback to advertisers on which ads are attractive to riders helps improve the overall elevator experience. It also allows us to share a higher revenue % with the building, decreasing condo and operational costs for residents/owners.
Our system allows property managers to post important notices, local news, and weather to riders. This keeps occupants up-to-date, without having to use paper notices or emails.
We also plan to share aggregate traffic data with property managers for preventive elevator maintenance and sanitization.
How we implement the Privacy by Design framework
We anticipate risks and prevent privacy-invasive events before they happen.
Personal data is automatically protected – no action is needed by the user to protect their privacy – it is built into the system.
Privacy is embedded into the design and architecture of our IT systems, and becomes part of our product, service or processes’ core functionality.
We avoid the false idea of trade-offs between privacy and security, showcasing that it is possible to have both.
We embed security into the system from the start, ensuring cradle-to-grave secure lifecycle management of information.
By following Privacy by Design standards, this ensures operational execution aligns with policies. The end-user should know which data is collected, and for what purpose
We choose user-centric measures - strong privacy defaults, appropriate notice, and empowering user-friendly options.