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]

More datasets from Veraset

Veraset lists 3 datasets on this encyclopedia. The most representative listings:

More about Foot Traffic & Mobility

Foot Traffic & Mobility is one of the signal families covered by The Alternative Data Encyclopedia, with 23 providers and 438 datasets listed in the register. For how the signal is generated, its caveats and the compliance considerations, and the full provider list, see the category article.