Franken presses Euclid for information on consumer tracking technology

While Franken noted that the company uses a method known as hashing to protect the unique identifiers on consumers' phones and only discloses anonymous aggregate consumer data to clients, he argued that "Americans have a fundamental right to not be tracked without their consent—especially in the real, 'offline' world where they are less likely to expect it.'"

In response, Smith told The Hill that the company has baked privacy protections into its product from the start and continues to build upon them. He said Euclid provides its clients with anonymous data that's presented in an aggregated form, so it's not focused on individual device owners.

On its website, Euclid says it only picks up a consumers' mobile phone signal if they have a Wi-Fi enabled phone and the Wi-Fi setting is turned on. The company adds that the reports it provides to retailers "do not include any representation of individual behavior, nor do we attempt to link any data to individual people." The company says it only collects basic device information that is emitted from Wi-Fi enabled phones and it does not collect any "sensitive data," such as who the device owner is, what websites they visit or who they call.  

Euclid says the type of data it collects can help retailers reduce waitlines at cash registers, inform them about the number of new customers that came into their store, or help make products easier to find on shelves, according to its website.

Franken asked for Euclid to submit its responses by Apr. 1.

This post was updated at 7:48 p.m.