AllUnite

Together with the development of our digital advertising screen network, we have installed sensors that measure pedestrian traffic around our advertising panels. AllUnite provides Wi‑Fi sensors that can read device MAC addresses, thus providing information on how many people have passed or driven by our panels within a 50‑metre radius. These data make it possible to observe how pedestrian traffic changes depending on the time of day, events taking place in the city, as well as working days and weekends.

The collected data are fully anonymised by converting them into encrypted values (hashed), and after anonymisation they are used only as non‑identifiable, aggregated statistics on pedestrian traffic around our advertising panels. No direct personal data that would allow the identification of an individual are stored.

To ensure data accuracy, AllUnite performs sensor calibration – during calibration, people are counted manually in the streets and these counts are compared with the figures recorded by the sensors. In Latvia, the calibration results have been exceptionally accurate: 99.8% of the manually counted volume matched the data recorded by the sensors, while the generally accepted accuracy level for solutions of this type is approximately 94% ± 5%. This demonstrates that AllUnite sensors provide highly reliable measurement of pedestrian traffic.

This solution is successfully implemented in Lithuania and Denmark and it is also approved by JCDecaux DataCorp.

The short‑term processing of data during anonymisation is carried out on the basis of Article 6(1)(f) of the General Data Protection Regulation (GDPR) – JCDecaux’s legitimate interest in obtaining reliable statistics on the audience of its advertising locations. The process is brief and does not adversely affect data subjects’ privacy, and data subjects are provided with the opportunity to opt out of this data processing.

To opt out of further data processing in the AllUnite system, please visit https://allunite.com/unsubscribe/ and enter the MAC address of your mobile device. On Apple (iOS) devices, it can be found under Settings > General > About in the Wi‑Fi Address field; on Android devices – under Settings > About Device > Status (or Hardware Info) in the Wi‑Fi MAC Address field. Once your MAC address has been entered on the above‑mentioned website, the AllUnite tracking system and sensors will ignore that device in the future.