Skydio’s Tracking Mailers to Police Spark Privacy and Security Concerns

Skydio, a prominent U.S. drone manufacturer known for its advocacy against Chinese-made drones due to alleged data security risks, is now under scrutiny for a marketing campaign targeting law enforcement agencies.

According to allegations from sources, including a Police sergeant from a large California department who wrote to DroneXL on condition of anonymity, reveal that some promotional mailers sent by Skydio embed sophisticated tracking technology that monitors recipient interactions in real time.

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Recent insights from a March 4, 2025, call with MARC Media, the supplier of these “Marc” video brochures, provide a deeper look into the technology’s capabilities, amplifying concerns about transparency and consistency with Skydio’s public stance on privacy protection.

Tracking Technology Embedded in Promotional Mailers

Law enforcement agencies report that Skydio’s promotional materials are A5-sized cards (5.8 x 8.3 inches), featuring video brochures powered by MARC Media’s innovative technology.

A California sergeant, overseeing a drone program with over 75 aircraft and 3,000 annual flights, described his initial reaction:

“When learning of the tracking capabilities of the Skydio mailer, I was deeply concerned about the motive of the mailer as well as the security of the company that held the data.”

According to the sergeant, his team conducted what he described as a forensic analysis that he claims identified AT&T SIM cards and batteries. The sergeant alleged that, based on his team’s examination, there was reason to believe the devices might have collected location data when carried to other locations or even home by numerous recipients.

The sergeant later confirmed his team received two mailers—one where they did not recall seeing any privacy disclosure sticker, and a second where they verified no such sticker was present at all.

MARC Media, during the recent call with DroneXL, detailed the technology driving these mailers. Each Marc unit integrates 5G connectivity through a partnership with AT&T, offering a choice between 5-inch or 7-inch true HD 720p screens.

The devices boast a 9-month battery life, extendable via a USB-C port for recharging or media updates, and support up to 20 minutes of video storage across multiple files. Buttons on the cards allow for play/pause, navigation, or call-to-action prompts (e.g., “Make an appointment” or “I’d like to learn more”), enhancing user interaction.

The tracking system leverages cell tower triangulation, collecting data on opens, impressions, interactions, durations, top locations, and location changes. Screenshots from MARC’s analytics demo (not Skydio) dashboard, shared during the call, reveal 561 active Marc units over 251 days, with 1,959 total engagements averaging 6.62 per unit and a cumulative duration of 30:58:26. Top recipients engaged up to 172 times, spending over 2.5 hours, while 665 distinct locations were tracked across the U.S.

A MARC representative clarified, “We’re delivering to you the location of the cell tower,” noting accuracy improves in dense urban areas like New York City (where towers are every half-block) but diminishes in rural settings where movement to another tower is required. This data, while not pinpointing exact coordinates, provides actionable insights into recipient behavior, such as movement patterns and re-engagement frequency.

The mailers, delivered via USPS Priority Mail (1-3 days), are packaged in corrugated sleeves, achieving open rates of 80-90%—a stark contrast to traditional print media. MARC emphasized that Skydio adhered to their standard design without modifications, which, if accurate, would suggest the company was aware of the capabilities of the marketing materials.

Skydio’s Data Security Narrative Under Scrutiny

Skydio has built its brand as a secure, domestic, Blue sUAS alternative to DJI drones, frequently citing risks of foreign data collection. However, the alleged connection between Skydio and MARC’s tracking technology has prompted questions from some in the law enforcement community who spoke with DroneXL.

The sergeant remarked, “Skydio’s use of this brochure is surprising to me due to their stance on data security and calls into question their seriousness on that topic or is it just rhetoric to advance their own brand.” He added, “I received two mailers and neither explained or warned of the tracking capabilities,” underscoring a significant transparency gap.

This inconsistency is particularly striking given Skydio’s lobbying efforts, which have cost hundreds of thousands annually to promote domestic drone use amid geopolitical tensions. DroneXL contacted Skydio for comment on the campaign’s intent, the scope of data collection, and its alignment with their security advocacy, but no response was received as of March 10, 2025.

A MARC representative stated that Skydio followed their standard design process. If these allegations are accurate, some industry observers question how this approach aligns with the privacy principles Skydio has publicly advocated for.

Consent, Transparency, and Legal Implications

The lack of consent is a central issue.

“In addition to [privacy and security] concerns I found it ethically concerning because Skydio has been a strong proponent of data security and data safety but then did the thing they accused other UAS manufacturers of doing,” the sergeant stated.

The sergeant claimed that such practices, if confirmed, could potentially raise questions under the California Electronic Communications Privacy Act (CalECPA), which generally restricts electronic tracking without consent or a warrant. He later confirmed to DroneXL that of the two mailers his department received, one had no privacy disclosure sticker at all, while they did not recall seeing any disclosure on the other.

“Electronic tracking like this is illegal in California without consent or a warrant,” the sergeant asserted, though application of the law would depend on specific circumstances and technical details.

The sergeant’s agency responded decisively:

“This tracking equipment concern was shared through my entire chain of command, and they were very unhappy with this information. Everyone that transported the mailer needed to understand that they were being tracked.”

The MARC Media devices were dismantled, with batteries removed, and forensic teams investigated potential camera or microphone capabilities.

The sergeant noted, “Mailing trackers to an organization that can then be taken to places like their homes, sensitive locations or just track the movements of an individual like a chief is extremely concerning,” highlighting the risk to operational security (OPSEC).

MARC’s analytics, while not offering precise geolocation, still tracks movement via cell towers, a capability that could inadvertently expose sensitive agency locations. This aligns with broader privacy debates, as 94% of advertisers report positive ROI on IoT investments, and 51% expect IoT to revolutionize marketing by 2020 (per historical MARC data). However, applying such tools to law enforcement without disclosure amplifies ethical and legal concerns.

Industry Context and Market Dynamics

Skydio operates in a competitive U.S. drone market dominated by DJI, which offers cost-effective, feature-rich drones. Skydio’s X2 model retails at $10,999, nearly double the $6,500 price of DJI’s Matrice 30 (prices as of early 2025).

The sergeant critiqued, “Skydio is substandard to other UAS vendors. They are overpriced, the control link is questionable, and it is not user friendly.”

Despite securing significant government contracts through lobbying, Skydio struggles to match DJI’s accessibility and affordability, especially for smaller agencies with limited budgets.

Many agencies mitigate DJI risks with “data-only modes” or air-gapping, a practice the sergeant employs:

“We utilize multiple means to secure our data… keeping our UAS off closed networks and not utilizing them in sensitive areas.” He added, “I have never seen any credible evidence showing there is a security concern for DJI,” challenging Skydio’s narrative.

This incident could shift agency preferences if confidence in Skydio wanes, potentially leveling the playing field. MARC’s technology represents a growing trend in IoT marketing, with video brochures offering dynamic engagement compared to static print. Skydio’s adoption reflects a strategy to stand out, but it risks backfiring if privacy concerns dominate.

The sergeant’s distrust—“This by no means is an acceptable practice, especially coming from a company that speaks of the need of operational security”—echoes a broader industry call for accountability.

Regulatory and Practical Considerations

The campaign intersects with multiple legal frameworks. Beyond CalECPA, the federal Electronic Communications Privacy Act (ECPA) and state privacy laws could apply, depending on data scope and intent. For law enforcement, OPSEC is paramount, and without proper consent tracking risks compromising secure locations or routines. MARC’s 20-minute video capacity, re-engagement features, and button-driven interactions (e.g., call-to-action prompts) enhance marketing but complicate consent requirements.

Practically, Skydio’s use of MARC mailers targets agencies directly, leveraging high open rates and detailed analytics. The 3-4 week production timeline, including print proof approval within three business days, ensures rapid deployment to potential clients. However, the sergeant’s agency logged 3,000 drone flights yearly with 25 certified pilots, indicating a sophisticated operation wary of such technical marketing tactics. His response—dismantling devices and notifying command—reflects a proactive stance that other agencies might emulate.

Technical Feasibility and Infrastructure Needs

MARC’s technology relies on robust IoT infrastructure for connectivity and operation. The 5G-enabled SIM cards and USB-C ports allow for media updates, making the mailers potentially adaptable for long-term campaigns. However, the cell tower-based tracking’s reliance on network density poses challenges in rural areas, where location data becomes less precise. This limitation, while acknowledged by MARC, still provides Skydio with valuable behavioral insights, potentially influencing future marketing or sales strategies.

The sergeant’s forensic investigation into additional features (e.g., cameras or microphones) highlights data security and privacy concerns. While MARC denied such capabilities, the possibility underscores the need for clear disclosure. Skydio’s failure to address this could prompt agencies to demand technical audits of vendor tools, adding complexity to procurement processes.

The photos below reportedly show the technical components inside the Skydio mailer.

Market Impact and Future Implications

This incident could impact Skydio’s standing in the drone market. The company’s reputation among law enforcement agencies may depend on addressing these concerns, as the sergeant concluded:

“What appears to be their lack of vetting and transparency in its use is concerning to their continued questionable business practice.”

If trust erodes, some agencies might reconsider their vendor relationships and potentially turn to DJI or other competitors, especially given Skydio’s higher costs and perceived usability issues.

The broader market impact includes increased scrutiny of IoT marketing tools. With MARC’s analytics driving sales enablement—identifying “who, when, and what to do next”—other manufacturers might adopt similar strategies, but regulatory pressure could enforce stricter consent protocols. For drone users, balancing innovation with privacy will be key, particularly as adoption grows. The sergeant’s agency, a leader since 2019, exemplifies this tension, leveraging drones extensively while guarding against security risks.

A Crossroads for Trust and Innovation

Skydio’s marketing campaign, powered by MARC’s tracking technology, tests its credibility as a privacy advocate.

The sergeant’s experience—“While I understand the benefit of using a marketing tool such as this digital brochure, Skydio’s use of this technology and what appears to be their lack of vetting and transparency in its use is concerning”—suggests a potential backlash.

The broader industry impact could drive new standards for transparency, ensuring vendors disclose tracking practices.

As drone technology evolves, with applications ranging from law enforcement to commercial delivery, trust will be paramount. Skydio’s next steps—whether addressing these concerns or doubling down on its marketing strategy—will shape its future. For now, this incident serves as a cautionary tale, highlighting the need for ethical innovation in a rapidly advancing field.

DroneXL’s Take

Skydio’s embrace of MARC’s IoT-powered mailers is a bold move to capture market share, but its lack of transparency risks undermining its data security narrative. The technology’s potential—high open rates, detailed analytics—could revolutionize marketing, yet its application to law enforcement without clear consent is a misstep. Future implications may see agencies demanding audits and regulators tightening IoT guidelines, pushing the industry toward a more accountable model. Skydio must act swiftly to restore trust, or it risks losing ground to competitors like DJI.