That Billboard is Watching You, and Customizing its Ad
Israeli surveillance software is being used on US billboards to gauge who is looking at an advertisement and customize its content. The billboards provide analytics on the number of ad viewers, the duration of views, and (perhaps most worrying) viewer demographics.
For example, a billboard from Motomedia on Eighth Avenue near Columbus Circle in Manhattan can determine when a person is looking at the billboard, and identify that person’s age, gender and—soon—race. It then varies its ads based on who it perceives is viewing it.
Read additional coverage on Marketing VOX.
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