Veraset

Veraset is a mobility-data company that transforms device-level GPS signals into commercial datasets covering global human movement.^[1] Its products include Movement (pseudonymized GPS pings at a scale of billions of daily observations worldwide), Visits (visit attribution and dwell time across more than four million points of interest), Home & Work (inferred locations), Trips (origin-destination journey data with over 100 million trip observations per month), and Match for linking devices to emails, IPs, and households.^[1]

The company states it sources data from roughly 300 million mobile devices across more than 200 countries, including about 300 million US location pings among ten billion collected daily.^[1] Veraset originated as a spin-off of location-data firm SafeGraph.^[2]

What It Does

Veraset serves advertising (audience building and campaign-lift measurement), retail and convenience (trade areas and competitive intelligence), real estate (site selection), finance and private equity (market intelligence), urban planning, government policy, and academic research.^[1] Its self-serve Orchestrator platform lets teams explore movement patterns and build location-based audiences without engineering work.^[1]

Data And Methodology

Data is delivered via flat files into S3 or GCP warehouses or through APIs; Home & Work inference uses machine learning over six weeks of daytime and nighttime signals with low-confidence devices removed.^[1] The pipeline uses pseudonymized identifiers (VAIDR) that cannot be reverse-engineered, segregates personal information from location data, encrypts transfers, and distributes only through direct server-to-server connections rather than third-party marketplaces.^[1]

Compliance

The company describes adherence to GDPR and CCPA norms, use-case vetting of prospects, supplier anonymization, and penetration testing every six to twelve months, and has published analysis of 2024 FTC enforcement actions against other location-data brokers such as X-Mode and InMarket.^[1] Earlier in its history, public records requests by the Electronic Frontier Foundation showed that between 2018 and 2020 Veraset provided device-level location data to some US government agencies, including Washington, DC.^[2]

History

Veraset was created as a spin-off of SafeGraph, the location-data company founded by Auren Hoffman, before operating as an independent provider of raw and processed movement datasets.^[2]