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Speaking at a privacy conference, Euclid Elements Co-Founder Will Smith said the company's new product that tracks retail shoppers via unique IDs known as MAC addresses should not raise privacy concerns, CNET News reports. The company offers retailers a sensor that "passively detects smartphones that come near the store," Smith said. The company currently employs an opt-out model; MAC addresses are stored for 18 months and only aggregate information is available to retailers, the report states. A representative from the Electronic Frontier Foundation said, "If it really creates value for the shopper, it should be something they opt in to."
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