Researchers at Lancaster University created a new advertising system that can track your eye movements while you shop.
The Sideways project uses a device that can detect face and eye movements of shoppers captured on camera. It could allow for video screens to change advertisements depending on what you look at in a store.
The team of researchers is hoping that the technology would be available in shops within five years.
The technology can also be used to allow people to use their eyes to control content they see on screens, such as scrolling through products on a list.
Senior researcher Andreas Bulling explained that “the system uses a single ordinary camera that is placed close to the screen, so we don’t need any additional equipment.”
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Kyle Brandon
Kyle Brandon pursued a degree in Information Technology. He is skilled at designing websites and creating graphics through different applications.
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