Electronic solar-powered signs collect pedestrians’ data in Boston

By Peyton Benbow

Photo courtesy of MGN

A Cambridge-based company, Soofa, has dozens of signs across Boston and surrounding areas that present news and weather information. At the same time, these billboards are collecting data from pedestrians’ Wi-Fi-enabled devices.

The solar-powered electronic signs collect the device’s IP address, then information is encrypted and sent back to Soofa. On Tuesday, Soofa spokespeople noted that while the signs collect data from pedestrians’ devices, “no identifying information is collected;” describing the data collection process as “passive,” according to Boston.com. 

Soofa illustrated that the information is not intended for third-party use, instead, the data is sent to municipalities and cities to track resident trends. The digital kiosks are present in 120 cities and 18 states. On its website, the tech company tells advertisers, “Soofa Signs are integrated into the most heavily trafficked areas of walkable neighborhoods in Beantown”. 

The digital bulletins are present in Boston, Brookline, Cambridge, Somerville, Watertown, Medford, Everett, Malden, Chelsea, Revere, Winthrop, Framingham, Springfield, Haverhill, New Bedford, and Dedham. Brookline’s town administrator, Chas Carey, told NBC Boston, “We use that information to make sure that the messages are being effective, are effectively reaching the community”.