High tech advertisements are now being embedded with cameras that monitor viewer responses.
Wired PR News.com – New video screen based advertisements are being equipped with video camera features that can track the activity of individuals who watch them. As reported by the Associated Press (AP), the high tech tracking system software can be used to identify the features and viewing times of respondents to be used to tailor ads to various target audiences.
The cameras may also be instrumental in helping marketers determine the effectiveness of their campaigns. Vicki Rabenou of TruMedia Technologies, who has helped develop the technology, is quoted as remarking “This is proactive merchandising… You’re targeting people with smart ads.”
Seeking to alleviate fears that the devices store personal information or pictures of individuals, manufacturers have noted that information obtained is immediately analyzed by a computer and is not stored, or used to identify individuals. However, some fear that its use can contribute to an invasion of people’s privacy. The issue continues to be debated as developers of the technology work to get it ready for widespread market release.