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Coming Soon: Web Ads That Use Your Webcam and Display Content Based on Biometric Data

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cryptogon.com
October 24, 2011

Yeah, whatever, buddy.

No webcam: Check.

Multiple, independent filters prevent crap (by source and by type) from even reaching my computer in the first place: Check.

Besides, what idiot would voluntarily allow an ad on a website to turn on his webcam? Give me a break.

Wait. Never mind. Don’t answer that.

Via: Economist:

IMAGINE browsing a website when a saucy ad for lingerie catches your eye. You don’t click on it, merely smile and go to another page. Yet it follows you, putting up more racy pictures, perhaps even the offer of a discount. Finally, irked by its persistence, you frown. “Sorry for taking up your time,” says the ad, and promptly desists from further pestering. Creepy. But making online ads that not only know you are looking at them but also respond to your emotions will soon be possible, thanks to the power of image-processing software and the ubiquity of tiny cameras in computers and mobile devices.

  • A d v e r t i s e m e n t

One of the companies doing such work, Realeyes, which is based in London, has been developing a system that combines eye-spying webcams with emotional analysis. Mihkel Jäätma, who founded the company in 2007, says that his system is able to gauge a person’s mood by plotting the position of facial features, such as eyebrows, mouth and nostrils, and employing clever algorithms to interpret changes in their alignment—as when eyebrows are raised in surprise, say. Add eye-movement tracking, hinting at which display ads were overlooked and which were studied for any period of time, and the approach offers precisely the sort of quantitative data brand managers yearn for.

At present the system is being used on purpose-built websites with, for instance, online research groups testing the effect of various display ads. The next step is to make interactive ads. Because they can spot the visual attention given to them, as well as the emotional state of the viewer, these ads could tailor their responses.

As similar gimmicks become widespread, privacy concerns will invariably mount. People would need to give consent to their webcams being used in this way, Mr Jäätma admits. One way to persuade internet users to grant access to their images would be to offer them discounts on goods or subscriptions to websites.

 

This article was posted: Monday, October 24, 2011 at 3:09 am





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