Gimbal COO Kevin Hunter said through a spokeswoman that the company only provides clients with “aggregated, anonymized data.” Indeed, Gimbal does not collect names, email addresses, or other personally identifiable information. But the company’s software, with users’ permission, can collect a remarkably detailed suite of information.
Gimbal has advertised its “Profile” service. For consumers who opt in, the service “passively develops a profile of mobile usage and other behaviors” that allow the company to make educated guesses about their demographics (“age, gender, income, ethnicity, education, presence of children”), interests (“sports, cooking, politics, technology, news, investing, etc”), and the “top 20 locations where [the] user spends time (home, work, gym, beach, etc.).”