Consumer privacy + our technology

How we work to protect your privacy + the privacy of elevator riders.

Privacy by Design certified

In 2020, our digital screen software achieved the internationally renowned standard for privacy compliance, Privacy by Design, by following their best practices in protecting consumer privacy.

No image or video recording

Our platform only registers anonymous “metadata” on the quantity of riders, stare-time, and basic audience demographics.

We do not “peer” through the screen and never record or store images or video.

No recognition

Our software uses anonymous audience detection, not facial recognition, in order to provide elevator traffic data to building managers + advertisers. 

No personally identifiable information is obtained by our software.

Privacy Q + A

What is Privacy by Design?

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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.

Do your screens use facial recognition?

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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.

What’s the difference between anonymous audience detection + other forms of digital tracking?

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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.

What data do your screens gather?

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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.

Why is this tech good for elevator riders, property managers + buildings?

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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.

Where can I learn more about Privacy by Design (PECB)?

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You can learn more at the PECB MS website or check out confirmation of our certification directly.

How we implement the Privacy by Design framework

Vertical Impression’s privacy principles

1. Proactive not reactive

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2. Privacy as the default setting

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3. Privacy embedded into design

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4. Positive sum, not zero sum

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5. End-to-end security

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6. Visibility + transparency

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7. Respect for user privacy

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Additional questions?

Our privacy team is ready to answer any questions you may have.
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