In the wake of consumer backlash against Uber’s privacy policy and move to 24/7 data collection, the company needs to communicate how it intends to utilize it as well as separate personally identifiable information from “raw sensor data,” Sense360 CEO Eli Portnoy writes for TechCrunch. "Asking for background location isn’t inherently evil, especially if it is used to create a better consumer experience,” he writes. “Now is the time to establish the practices for how best to protect consumer privacy around background sensor data; namely, all apps requesting this data should be upfront about why they are collecting it, provide an easy mechanism for consumers to opt in or out and ensure that the data is never combined with PII data.”
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