SEATTLE--A new company that plans to track millions of retail shoppers through a unique ID emitted by their smartphones says it wants to be privacy-friendly.
Will Smith, co-founder and chief executive of Euclid Elements, showed up at the PII privacy conference here today to say that identifying repeat visitors by these unique IDs -- the so-called MAC addresses broadcast when Wi-Fi is turned on -- shouldn't be an issue.
"We put a sensor in the store," Smith said. "It passively detects smartphones that come near the store."
Euclid, which is based in Palo Alto, Calif. … Read more