According to the World Wide Web news, according to The Sunday Times, the Westfield Shopping Centre in London, England, has enabled a smart billboard with built-in face recognition technology to analyze the user's gender, age, and even income level, thus facing different passers-by. advertisment.

The technology is provided by the media company Ocean Outdoor, and its LookOut system has been used in many smart billboards in the UK. Tim Bleakley, CEO of Ocean Outdoor, introduced The Sunday Times to how products work.

It is reported that such smart billboards can analyze the behavior of users, calculate the duration of passers-by to watch advertisements, record emotions, etc., in addition to presenting thousands of advertisements, and evaluate the effectiveness of advertisements for advertisers.

It is worth noting that the technology can also guess the income level of passers-by and identify wealthy users. When more than 50% of the people passing by billboards are wealthy, billboards show advertisements for expensive products.

The French company Quividi also offers similar face recognition technology, which can process data in a few milliseconds, but means that the acquired profile information will be permanently deleted after processing.

Currently, there are more than 50 such large screens across the UK, including high-end supermarkets such as Waitrose.

Quividi installed face recognition ads in Westfield Mall as early as 2015, and their built-in cameras can also grab customers' faces and analyze their approximate identity attributes. Once the customer shows interest in the advertising content, they will report this information to the advertiser.

Quividi also claims that their billboards identify customers with a gender accuracy of 90%, which can be divided into five categories, from very pleasant to very unhappy, and the age of the customer is divided into five. Magnitude.

Emotional factors are especially important for advertisers, and what they feel when they see a brand advertisement. This factor is different from age and gender, and emotions are relatively more difficult to measure accurately. Quividi's billboard recognition rate is 80%.

Privacy issues caused by facial recognition

In Australia and New Zealand, a total of 1600 such billboards were installed in 41 Westfield stores. Westfield's parent company emphasizes that the collection of information for these customers is anonymous. Because these billboards collect fuzzy "face detection" information, rather than precise "face recognition" information.

Quividi installed face recognition ads in Westfield Mall as early as 2015, and their built-in cameras can also grab customers' faces and analyze their approximate identity attributes. Once the customer shows interest in the advertising content, they will report this information to the advertiser.

Quividi also claims that their billboards identify customers with a gender accuracy of 90%, which can be divided into five categories, from very pleasant to very unhappy, and the age of the customer is divided into five. Magnitude.

Emotional factors are especially important for advertisers, and what they feel when they see a brand advertisement. This factor is different from age and gender, and emotions are relatively more difficult to measure accurately. Quividi's billboard recognition rate is 80%.

Privacy issues caused by facial recognition

In Australia and New Zealand, a total of 1600 such billboards were installed in 41 Westfield stores. Westfield's parent company emphasizes that the collection of information for these customers is anonymous. Because these billboards collect fuzzy "face detection" information, rather than precise "face recognition" information.