Eyebox2 from Xuuk could extend the online cost-per-click advertising model (used by Google AdWorks and others) to offline “cost-per-blink” for ads that run on digital screen, posters, and other 3D displays. More specifically, the small device sits on top of advertisements and uses “infrared-scanning light-emitting diodes” as well as a small digital camera to follow eye movements and track how many people view ads in malls or other locations – think Spielberg’s Minority Report.

The hardware device was created by Queen’s University’s Human Media Lab in Kingston, Ontario and is currently being tested by several ad agencies. The device works at a distance of up to 10 meters and boasts a Web interface for metrics gathering, USB plug-and-play capabilities, and an open platform that allows “developers and manufacturers to enhance their products and services with computer vision data.” From the Xuuk Web site:

“Use it to track who’s looking at your screen ads in the mall. Obtain detailed statistics on viewing behavior over time on any number of persons within view of a plasma display. Detect when a customer is looking at your product display. See what movie poster your audience is interested in. Or control your home theatre or first person shooter games with your eyes.”

If I was in advertising I’d be really pumped about this; however, as a consumer, I can’t help but wonder what other types of invasive information-gathering mechanisms could be used to augment eye-tracking functionality. What about face recognition software to deduce the race, sex, approximate age of those viewing ads, and emotional response? Or how about all the above linked your transactional information, perhaps installed at ATMs, or self-serve kiosks? Perhaps it’s only a matter of time before advertisers will be able to know exactly what you look at, how you feel about it, and whether or not you can afford it.�