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Smart-city sustainable tech startup Soofa uses Wi-Fi sensors to count the number of people who come into close proximity to their products, including the Soofa Sign, a physical platform for digital content that employs E-ink technology and solar power. Digital out-of-home advertisements are valued by the number of viewable impressions they receive—the number of people who could possibly view an ad—so accurate viewable impression counts for Soofa Sign content create integrity in ad sales, and are revolutionary in the digital out-of-home advertising industry.

In the development of their data collection and processing system, Soofa made some assumptions that turned out to be wrong, creating inaccuracies in their processed data.