Be careful when your gaze lingers next time you are out shopping; a group of researchers from Lancaster University unveiled the eye-tracking software that takes note of all that you look forward to target with specific advertisements.
The Sideways project recognizes faces and tracking of eye movements that people look at things around with a camera and screen. Researchers believe that this will be in supermarkets over the next five years, and could help target customers with personalized advertisements related to the types of products that usually attract their interest. The system works by finding the corners of the eyes of someone and locate students according to where they sit in relation to the rest of the face. After a short delay, the software kicks in and begins to track the movements of the eyes of the buyer.
Although the eye-tracking software is not a new thing, Sideways is unique in that it is able to follow the gaze of up to fourteen different people of different heights and eye colors without calibration between - something that other tracking software has yet to accomplish. The software made its debut in Paris, France, this week at the Conference on Human Factors in Computer Systems.
There are still challenges left for the system to overcome. Shoppers wearing glasses with some frames and lens types can confuse the software, and vertical eye movements also remain elusive because they are much more subtle than horizontal eye movements. The main concern of most people, however, is exactly what the information gathered by the system will be used. Although the researchers plan to use the system to improve the experience of buyers, many people fear that the software will inevitably new challenges for privacy laws.
There can not be much you can do to stop systems like Sideways tracking your every look, but at least the security of personal information about your computer can be a little easier with a VPN service . A VPN provides an additional layer of protection when surfing the web to make it more difficult for someone else to access your personal data.
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