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Olmsted Falls council tables proposal to buy aggregated traffic data amid privacy questions
Summary
Councilmembers raised privacy, accuracy and contract-length concerns over a proposed three-year contract with Urban SDK for aggregated traffic analytics, ultimately voting to table the resolution for further review. Police Chief Odis Rogers said the service offers street-by-street percentile speeds derived from connected-vehicle navigation devices.
Council members voted on Feb. 24 to table a proposed three-year contract with Urban SDK, a company that sells aggregated traffic analytics derived from navigation devices in connected vehicles.
Police Chief Odis Rogers said the service would let the department answer resident complaints with data and be “pro-active” in assigning enforcement. He described sample outputs for local streets: “on Fernwood Drive, the speed limit is 25 MPH, the 50th percentile speed was 21 MPH, the 85th percentile was 26 MPH, and the 95th percentile was 27 MPH.” He emphasized the product uses device navigation data and said, “This does not require any hardware on the city's part, there are no cameras or tubes counting traffic.”
Several councilmembers expressed caution about the underlying data and how it is collected and used. Councilwoman Megan Coy said she was skeptical, noting communities have later discovered broader uses for data from some vendors and asking, “what are these companies doing with our residents information and data.” Chief Rogers replied the company had told him the product does not use cell phones, Bluetooth or tower data and does not provide personally identifying information.
Councilmember Brett Iafigliola questioned the utility versus cost: the company quoted an annual fee he said began at $14,000, reduced to about $9,500 with discounts for a multi-year commitment; the chief said the three-year term produced the best price and that a two-week, read-only trial was provided but no extended free trial was available. Law Director Max Rieker noted councils often face questions about gathering openly observable information and stressed the importance of contract exit terms.
After discussion on privacy, accuracy and procurement terms, Councilmember Jennifer Jansen moved to table the resolution to return with fuller information and participation from absent members; the motion passed by voice poll (5–0). The chief said tabling would require seeking an updated quote if the item is reintroduced.
