It's a privacy pry that walks like a street sign. Soofa, the Cambridge, Massachusetts-based tech and ad company, is behind the digital kiosks cropping up in cities across 18 states, including Boston and surrounding communities. These monoliths, akin to oversized tablets, are not just conveying public service announcements – they're mining data from your smartphone as you pass.
Reportedly, the tech-savvy street furniture by Soofa, which touts itself as a platform making cities smarter and more sustainable, doubles as a data collector. NBC Boston reports that pedestrians sauntering by these 7-foot tall terminals are unknowingly offering up their phone's data. From Boston to Revere to Somerville, none is the wiser as their information quietly gets siphoned.
Brookline, Massachusetts, which allowed these signs to root themselves into its sidewalks about six years ago, seems to have embraced the tech with open arms for its apparent civic benefits. Brookline Town Administrator Chas Carey shared with NBC Boston the town's use of these signs: "It provides town information with calendars," followed by the claim, "There are little question and answer things that people can engage with."
The signs' hidden purpose has been revealed, causing concern. Without consent or clear notice, these kiosks are gathering smartphone data. Carey explained in an NBC Boston interview, "We use that information to ensure our messages reach the community effectively," a statement worrying privacy advocates.
While Soofa champions its brainchildren as milestones for urban innovation – noting their MIT and women-founded roots, and commitment to diversity and sustainability – the silent data harvest continues to spark concern. Their mission to make every city "smart, social, and sustainable" as detailed on Soofa's website, might well come at the cost of individual privacy – an expense some citizens are not willing to unwittingly pay.
