Eyeball scanning tech to be used for targeted advertising at Tesco
14Tesco is to install technology that will scan your eyeballs to determine age and gender details and then deliver you adverts based upon it.
The system has been produced by Lord (Alan) Sugar’s company, Amscreen, and will be placed in all 450 petrol stations owned by Tesco in the UK. The dynamic advertising content will reach around 5 million adults each week and could herald a new dawn in retailers’ advertising efforts.
The initiative marks the first roll-out of the OptimEyes system which will scan customers on entry to the petrol station and then use screens to deliver targeted advertising as you queue.
"Yes, it's like something out of Minority Report, but this could change the face of British retail"“Yes, it's like something out of Minority Report, but this could change the face of British retail and our plans are to expand the screens into as many supermarkets as possible," Simon Sugar, Amscreen, told The Grocer.
The data collected will be used by analysts, dunhumby, who will look to enhance the advertising opportunity with further customer insights.
As well as using the basic gender and age information the system will also take date and time in to account so expect to be served adverts for coffee in the morning and then perhaps something a little more indulgent as the weekend approaches.
No need to worry about your privacy. Or is there?Sugar told the grocer that customers have no need to be concerned over their privacy as the OptimEyes system does not store images nor have the ability to ‘recognise’ individuals but it’s still a little disconcerting, never the less.
Source: The Grocer, Amscreen
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