How does it work?
Market Trace services use anonymised location data derived from mobile phone applications. The data was collected with full user consent and was created with a consistent methodology for 190 countries. Over 14 trillion observations and 1.2 trillion locations from over 800 million active devices were processed and aggregated in strict compliance with privacy and data protection laws, including GDPR. Multiple protections against deanonymisation are employed.
It is important to understand that this service does not track people in real-time. It uses data science methods to interpret the transient presence of people in a given area, akin to footprints on a beach.