- Advances in eye tracking technologies will soon make it possible for the ads you look at to watch you right back. As the next generation of computing turns to the eyes, a whole new world of interaction and control is becoming possible – along with entirely new methods of invasive data collection and tracking.
- Although advanced eye tracking is still years away from mainstream deployment, in the last year alone there have been some incredible advancements in usability and accuracy.
- Consider for a moment the type of future that Moti Krispil, CEO of eye-tracking startup Umoove, describes (and warns about): “If you see a picture of Adele somewhere in an article, when you’re looking at her for more than 2 seconds, an Amazon ad could pop up suggesting you buy her latest record now.” For advertisers, this is a goldmine – there’s an enormous amount of value in knowing what groups of people pay attention to which types of ads...
- Jay Stanley, ACLU Senior Policy Analyst, points out that there has already been extensive research into what we can learn about people from tracking where they look, and the results are worrisome.
- To varying degrees of accuracy, eye tracking can possibly reveal certain cognitive disorders, the use of drugs and alcohol, mental and psychological illness, deceitfulness, and even sexual orientation.
- This is not to suggest that these inferences are currently actionable. But if any of these measurements even come close to revealing your behaviors or traits, you can be sure there will be somebody to collect and sell this information.
Read full article (by Tarun Wadhwa for Forbes) here.
