Our raw data

     1. Nature of the raw data used by Mytraffic

MyTraffic buys geolocation data collected by mobile applications, via the GPS sensor of the users' smartphones from different suppliers. Our current contracts allow us to gather data from France, Spain, Italy, Germany, the UK, the Netherlands and Belgium.

The raw data (before any processing, as received from our providers) includes the following elements:

• A mobile device advertising identifier (IDFA for iOS and GAID for Android)
• The position of the user and the time of collection: a pair of latitude and longitude coordinates as well as a timestamp (date precise to the second)
• The operating system

These data have a geographical accuracy of 5 to 10 metres, making them much more accurate than mobile operator data relayed by network antennas, which have an accuracy of 100 to 200 metres. They allow us to conduct analyses at a very precise geographical granularity, such as an address in a street or supermarket.

The amount of data collected as well as the number of unique phones per month in the dataset are key to enable representative and reliable analyses. By tracking tens of millions of users per country, we ensure that we are fully representative across all available territories.

Finally, we make sure that we have a portfolio of mobile apps that do not present any bias on gender, age, geographical origin or socio-professional category so that these are not reflected in the analyses we offer our customers.

     2. Representative mobile apps and data

MyTraffic works with various vendors and applications to ensure that there are no representative biases. The applications target either the general public or differentiated target audiences.

Navigation applications allow us to have rich data about the importance of geolocation functionality for the application.

When we receive the data at our premises, we ensure it represents the territory, time and socio-demographics. We correct any possible biases to have a stable panel over time.

     3. Aggregation and processing

Mobile applications collect data and send it to companies that aggregate, pseudonymise and

standardise it. These companies are MyTraffic's data providers. We purchase our raw data from several suppliers in each country.

Upon receiving the data, we standardise and filter all our points to obtain consistent and usable

datasets:

• Conversion into a unique format
• Deduplication of points that could have been sent twice by the same or two different providers
• Removal of points that do not comply with our standards (too imprecise, too close or too far apart)
• Verification of the territorial and socio-demographic representativeness of the points and calculation of adjustment rates, if necessary

This standardisation is carried out daily. We start processing it with our algorithms only after our raw data has been brought up to standard.