SeeSaw Media Inc. – Privacy Policy

Effective Date: November 1, 2025
Contact: contact@seesawcan.com
Website: www.seesawcan.com/privacy

1. Purpose of This Policy

SeeSaw Media Inc. (“SeeSaw,” “we,” or “us”) is committed to protecting the privacy of individuals visiting community facilities where our digital screens are installed.
This Privacy Policy explains what data is collected, how it is processed, and what safeguards are in place for anonymous audience analytics gathered through our digital signage network.

2. Audience Analytics Technology

Our screens may use anonymous audience measurement software to estimate viewership metrics such as:

  • Number of people within view of the screen

  • General demographics (e.g., estimated age range and gender)

  • Duration of viewing (approximate attention time)

This information helps SeeSaw and its municipal or business partners understand screen engagement and improve content relevance — never to identify or track any person.

3. How the Technology Works

  • A small sensor detects when someone is in front of the screen and analyzes the video feed locally on the device.

  • No facial recognition is used.

  • No images or videos are stored, transmitted, or shared.

  • Each frame is processed in memory for a few milliseconds and then permanently deleted.

  • The only data sent to SeeSaw’s servers are anonymous metrics (e.g., audience counts and general demographic ratios).

  • There are no unique identifiers; individuals cannot be recognized, re-identified, or tracked across locations.

4. Legal Basis and Consent

Under guidance from the Office of the Privacy Commissioner of Canada (OPC), anonymous, on-device analytics may rely on implied consent when individuals are provided clear notice.

SeeSaw meets this requirement through signage displayed near all participating screens stating:

ANONYMOUS AUDIENCE ANALYTICS ACTIVE
This screen uses privacy-preserving software to estimate audience counts and broad demographics (e.g., age range, gender).
No facial recognition.
No images saved or sent off-device.
Processing occurs in milliseconds; frames are discarded immediately.
Learn more at www.seesawcan.com/privacy or email contact@seesawcan.com.

Visitors who do not wish to be counted can simply avoid standing directly in the sensor’s field of view. Cameras are positioned only toward open public spaces — never restrooms, offices, or other sensitive areas.

5. Data Storage and Retention

No personal images, videos, or biometric information are stored or transmitted.
Aggregated audience metrics (counts, demographic ratios, dwell times) may be retained on SeeSaw’s secure servers for trend analysis and reporting.
These metrics are fully anonymous and cannot be linked to any identifiable individual.

6. Data Security

  • All analytics are processed locally on-screen hardware.

  • No raw video data leaves the device.

  • Only encrypted, anonymous metrics are transmitted to SeeSaw’s servers.

  • Access to data dashboards is limited to authorized staff.

  • Systems undergo regular audits and updates to maintain compliance and security.

7. Data Sharing

Anonymous, aggregated audience data may be shared with:

  • Partner municipalities (e.g., City of Burlington)

  • Advertisers using the SeeSaw Media network

No raw images or personal identifiers are ever shared.

8. Your Rights and Questions

Although SeeSaw’s audience analytics are anonymous, anyone with privacy questions or concerns can contact us at contact@seesawcan.com.
We respond to all inquiries promptly and transparently.

9. Updates to This Policy

This policy may be updated to reflect new technologies or legal requirements.
The latest version will always be available at www.seesawcan.com/privacy.