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Eye-tracking device watches you watching ads
A Computing & Information Science Professor from Queen's University in Ontario, Canada, has developed an-eye tracking device that is set to revolutionise current billboard and screen advertising sales models, and has the potential to pave the way for a future where personalised ads are pitched direct to individuals.
Original article and more info here
A Computing & Information Science Professor from Queen's University in Ontario, Canada, has developed an-eye tracking device that is set to revolutionise current billboard and screen advertising sales models, and has the potential to pave the way for a future where personalised ads are pitched direct to individuals.
The portable device, dubbed the eyebox2, can be attached to public area advertisements and uses a camera that monitors eye movements in real time to automatically detect when people are looking at it from up to 10 meters away and at a horizontal range of 2-3 meters.
By emitting infrared diodes and recognising the red-eye effect, the device mimics eye contact perception in humans, allowing it to accurately pinpoint what television screen, billboard or product shelf people are looking at.
This enables advertisers to track the number of people who engage eye contact with their ads said Professor Roel Vertegaal, the chief developer of the eyebox2 and director of the Human Media Laboratory at Queen's University.
A Computing & Information Science Professor from Queen's University in Ontario, Canada, has developed an-eye tracking device that is set to revolutionise current billboard and screen advertising sales models, and has the potential to pave the way for a future where personalised ads are pitched direct to individuals.
The portable device, dubbed the eyebox2, can be attached to public area advertisements and uses a camera that monitors eye movements in real time to automatically detect when people are looking at it from up to 10 meters away and at a horizontal range of 2-3 meters.
By emitting infrared diodes and recognising the red-eye effect, the device mimics eye contact perception in humans, allowing it to accurately pinpoint what television screen, billboard or product shelf people are looking at.
This enables advertisers to track the number of people who engage eye contact with their ads said Professor Roel Vertegaal, the chief developer of the eyebox2 and director of the Human Media Laboratory at Queen's University.
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