Privacy Policy

LAST UPDATED: July 13, 2021

SafeGraph Inc. (“SafeGraph”) values and respects the privacy of users. This Privacy Policy describes how we collect information about users of mobile applications that provide us information (“users” or “you”), as well as visitors to our website(s), what information we collect, how that information may be used and shared, and what options users have regarding the collection and sharing of their location data.

Information We Collect and How We Collect It

We obtain a variety of information (collectively the “Information”), the data categories of which we have listed below, from trusted third-party data partners such as mobile application developers and companies that aggregate information from those developers' mobile apps. We collect the following Information from these apps:

  • Mobile ad identifiers, primarily Apple iOS IDFAs or Google Android IDs;
  • The precise geographic location of a device at a certain time, usually expressed in latitude/longitude coordinates along with a timestamp;
  • The horizontal accuracy of the latitude/longitude coordinates.

We may sometimes also collect:

  • Phone carrier and connection type (e.g., cellular, wifi);
  • The direction in which the device is traveling as a degree coordinate and speed of device;
  • Information about a device such as device type and model and OS type and version;
  • Device language;
  • Public facing (external) IP address of device;
  • Available or connected wifi SSID and/or BSSID names;
  • Altitude and vertical accuracy;
  • Whether device is charging;
  • Bluetooth connected/available devices;
  • Beacon proximity or any beacon metadata;
  • Name of the mobile app the consumer was using during data collection;

As described in the Section titled "Information Collected When You Visit Our Website and For Corporate Purposes,” we also collect certain Information when people visit our corporate website(s), including the website on which this Privacy Policy resides.

How We Use and Share the Information We Collect

SafeGraph aggregates the Information collected from these mobile apps, i.e., our data partners, and provides the Information to our customers.

Our customers – a variety of companies and organizations – in turn use the Information for a variety of commercial and research purposes, including but not limited to, ad targeting (for instance, building models of inferred audience preferences), foot and vehicle traffic analysis (for instance, tracking which parts of a city or neighborhood are most busy, at what times), retail site selection (for instance, determining where to open a new restaurant) and market research (for instance, tracking consumer shopping trends based on foot traffic concentration).

SafeGraph may also use the Information to develop derivative products, such as determining visit counts to a certain retail store at a given time.

SafeGraph may also use the Information for our internal and operational purposes, such as to consider or make internal service improvements or quality checking, or for our own sales and marketing purposes, and more generally to operate, maintain and improve the services we offer. We may also use and share the Information for legal, auditing and accounting purposes, such as (a) in good faith compliance with a request from law enforcement or a governmental agency, (b) protect or enforce our rights or those of others, (c) to evaluate or enhance the security or quality of our Information, or (d) to investigate potential wrongdoing. Likewise, in the event of any potential merger or acquisition, any Information we hold (including information collected on our website) will likely be transferred to the successor entity, and shared with others in preparation or anticipation of such an event (e.g., during due diligence).

How to Opt Out of Information Collection and Interest-Based Advertising

To avoid having your device’s mobile advertising identifiers (and location data associated with it) collected for purposes of our services, including for interest-based advertising, you may adjust the settings on your mobile device. To better understand those settings, we recommend that you view the “Mobile Choices Page” that is offered by the Network Advertising, available here.

You also can use your device settings to specifically control whether your location data is collected. However, if you do so, certain services that rely on location data to function may be affected.

Information Collected When You Visit Our Website and For Our Corporate Purposes

We also may collect Information from you when you visit our corporate website (including the website on which this Privacy Policy is posted), such as to express interest in our services or sign up for our newsletters. If you submit personal information to us, such as your name, address, email address, and phone number, we may use this information to market to you – for instance, to send you information about new products and events. Sometimes, we receive or license personal information (such as email addresses) from vendors, data compilers, or others in our industry, reflecting the contact or other details of potential customers, business partners or prospective employees; we also sometimes collect this information at trade shows and events.  We may use this information to contact these persons for our business purposes.

In addition, when you visit our website, we or third party platforms we work with may automatically collect other information from your desktop computer, laptop, mobile phone, tablet, or other consumer electronic device that you use to access the website. This information may include pseudonymized information, such as a unique browser identifier, technical information about your device (such as the device type, operating system, settings and system configurations, IP address, other unique device identifiers, and mobile network information) and your activity on our website, as well as data about the webpages you access, traffic to and from websites, the dates and times associated with transactions, and web log data. We refer to this as “Site Data.”

We use this Site Data for our commercial purposes, such as marketing, analytics, research, and improving our websites and services. This Site Data may be correlated with more personal information such as name or email address.

Our Use of Cookies. We (or other companies we work with) may collect or associate Site Data using “cookies.” Cookies are small data files that have unique identifiers and reside, among other places, on your Devices, in emails we send to you, and on the web pages of the SafeGraph website. Among other things, cookies help us improve and personalize your use of the SafeGraph website. We may permit certain third parties to place cookies through the SafeGraph website to provide us with better insights into the use of the SafeGraph website and user demographics and to provide relevant advertising to you. These third parties may collect information about your online activities over time and across different websites when you use the SafeGraph website. For example, we utilize Google Analytics to analyze usage patterns for the SafeGraph website. Google Analytics generates a cookie to capture information about your use of the SafeGraph website that Google uses to compile reports on website activity for us and to provide other related services. Google may use a portion of your IP address to identify its cookie and for its commercial purposes.

Our Use of Web Beacons. Web beacons are electronic images that may be used on the SafeGraph website or in emails we send to you. We use web beacons to deliver cookies, count visits, understand usage and effectiveness of offers, and tell whether you open an email and act upon it.

By accessing or using the SafeGraph website, you consent to the placement of cookies on your browsers and devices and the use of web beacons as described in this Privacy Policy. You may block, delete, or disable cookies or web beacons to the extent permitted by your browsers, applications, and Devices as described in more detail below. However, if you do so, the performance of certain features of the SafeGraph website may be limited or not to work at all.

Children's Privacy

Our products are not intended to collect Information from children under the age of 16. If you believe we have collected Information from a person under the age of 16, please contact us at the below contact information.

Information Security

SafeGraph protects Information in our possession against unauthorized access, disclosure, alteration, or destruction. We regularly review our physical security, storage, and processing to ensure compliance with industry best practices. However, as no physical or technological safeguards are 100 percent secure, we do not guarantee the security of any particular elements of data that we hold.

Information Retention

Information we collect is retained indefinitely provided that we will comply with the opt-out procedures described above, and will likewise comply with our representations below regarding Information collected from devices located in EEA countries (and Switzerland).

The GDPR (European Law)

As of May 25, 2018, a new data privacy law known as the EU General Data Protection Regulation (or the "GDPR") went into effect through the EEA countries. SafeGraph does not offer products or services involving the collection or sale of “personal data” in EEA countries.  We likewise seek not to collect such personal data from our data providers. Should any of the foregoing change, we will update this section of our Privacy Policy.  

We may sometimes receive “personal data” from potential customers or business partners located in the EEA.  If you wish to exercise any of your rights under the GDPR with respect to this limited set of data (for instance, if you provided us with your business information in the past), please contact us at [email protected]

Hotjar Usage

We use Hotjar in order to better understand our users’ needs and to optimize this service and experience. Hotjar is a technology service that helps us better understand our users’ experience (e.g. how much time they spend on which pages, which links they choose to click, what users do and don’t like, etc.) and this enables us to build and maintain our service with user feedback. Hotjar uses cookies and other technologies to collect data on our users’ behavior and their devices. This includes a device's IP address (processed during your session and stored in a de-identified form), device screen size, device type (unique device identifiers), browser information, geographic location (country only), and the preferred language used to display our website. Hotjar stores this information on our behalf in a pseudonymized user profile. Hotjar is contractually forbidden to sell any of the data collected on our behalf. For further details, please see the ‘about Hotjar’ section of Hotjar’s support site.

Contact Us

If you have any questions regarding this Privacy Policy, please contact us at [email protected] or by writing to us at:

Attention: Data Privacy Officer
1624 Market Street, Suite 226 #53755
Denver, CO 80202

Changes to Privacy Policy

If we make material changes to this Privacy Policy that may impact you, we will prominently post notice of the change on our website for a period of at least 30 days prior to the change becoming effective. We recommend that you check the Privacy Policy frequently so that you are informed of any changes.