System displays ads vary according to the movement of the eyes of shoppers in stores




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System displays ads vary according to the movement of the eyes of shoppers in stores

Tracking system Sideways the eyes of shoppers to view ads commensurate with what they look

A team of researchers devised a system to track the movement of the eyes of the people through their presence in the shops, and then display the ads fit with what you see.

The works Sideways system on discrimination and identify faces eye movement, according to the corners of the eye, and then begin to track. And relies on a conventional video camera to prove near the screen, and the program developer for computer vision.

The system also allows users to interact with the screen the movement of their eyes, and the researchers presented a video clip as an example of user control in a musical photo albums on the screen through the eye.

The prototype was able to of glances tracking system four ten lengths person and the age and in the eyes of different colors.

The project was announced for the first time during the conference on “Human Factors in Computing Systems” in Paris. The research team hopes to begin using the system in the shops over the next five years.

The researcher says master Andres Bowling, of the Max Planck Institute for Informatics in Saarbrucken, Germany, that Sideways system uses a normal single camera near the screen, and does not require any additional equipment. He believes that the existing eye tracking systems and time-consuming to prepare.

And sees Bowling, who worked with researchers from the University of British Lancaster, the system will be used primarily to provide interactive advertising.

According to Bowling , the system still faces some challenges, including the know on the horizontal movement of the eye without vertical movement, and may help to use a higher resolution camera to remedy this problem.

As a people who wear glasses is another challenge; as it could impede the tires and the implications of the recognition system work on the movement of the eye.

The research team is planning to create Sideways system for tracking the eyes of more than one person at the same time, which could allow for more complex ads, and games are controlled by the movement of the eye.

And raises the eye tracking, as a technology that aims to identify the way in which we behave, concerns about the infringement on the privacy of individuals.

Bowling believes that it depends on how we use this information. He adds that if this system will be used to improve the shopping experience, you might not objected to by consumers.

Bowling believes that eye movement tracking technology is a hot issue now, and is expected to be used widely in the near future.

Recently Commonly used techniques eye tracker in many products; fired Samsung about two months ago phone “Galaxy S 4” provider-enabled tracking eye user ; For example, the phone keeps track of the movement of the eye of the descent page down, or lock the device if away from the screen.

The Tobii announced the device to control the “Windows 8” to track eye movement by connecting the device to the computer and use a custom program, also revealed a prototype TV is controlled by eye movement.
Sideways ads eye tracking


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