In yet another example of its transparent approach to data and privacy, digital identity specialist Yoti has outlined how its organizational principles determine how it tracks and analyzes customers who visit its website and use its services.
The recent blog post, titled “Our approach to tracking and analytics”, describes Yoti’s own approach of data minimization — essentially, collecting only the data needed to complete authentication (a user’s age for example), and nothing more — and how it uses this approach to ensure the privacy of its customers.
“In truth, we don’t know who our users are, which can make our life more difficult at times,” notes the post. “But our business model is built on charging businesses to receive data-minimised identity details via the Yoti app – we’re not in the business of selling data.”
Yoti also points out that the only party with the key needed to decrypt the data is the user, ensuring that any data that isn’t needed and shared during the verification process cannot be viewed by anyone else.
The company has a track record of being transparent in its own practices, while also promoting transparency in the identity industry. It also took a leadership role during the early days of the COVID-19 pandemic, pledging to provide its services for free to any public health organizations, emergency services, and community initiatives helping in the fight against the spread of the virus.
Yoti also outlined how it uses analytics and cookies on its website and in the Yoti app.
“We use cookies for tracking the effectiveness of our ads, website analytics, business contacts and for retargeting campaigns. Our retargeting campaigns are shown to businesses only, and we only ever show ads to people that have shown an interest in our solutions. We also limit the number of ads shown to people where possible, currently three per week.”
The author also points out that first-time visitors to the Yoti site are greeted by a non-dismissable cookie banner explaining the policy on their use, and cookies are only dropped when ‘Accept’ is selected by the user.
As for its mobile app, Yoti notes that the company uses anonymized and aggregated data only, can’t identity individual users or their behaviour, and will never sell or transfer any user data to third parties without the user’s permission.
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