I have a fascinated/disgusted relationship with targeted advertisements. On one hand, I’ve seen enough Playtex commercials in my lifetime that I could probably draw you their logo from memory, and I’ve never been in the position to decide, “should I buy the Playtex version, or a different brand?” All those ads in my face have been a complete waste of my time, and the advertiser’s dollars. So, I think it would be really neat if I only saw advertisements that would interest me.
On the other hand, even though I’m blessed with A.D.D. and therefore daydream my way through most ads, I’ve read enough studies about how ads work, and I know that in some cases I’m more likely to buy a brand I’ve heard of. In other cases, a simple Google search will suffice, and the recommendation from people I trust is worth more than a hundred well-produced ads.
Since the seminal work on the subject—Minority Report—came out in theaters, I’ve been waiting to see just how close we’ll get to individually-targeted ads. And this morning I see that Germany is beginning to place video cameras inside of street-level billboards, designed to recognize people’s emotional reaction to specific ads. If the advertisers sees that more people are smiling, or at least interested, than sneering, they’ll feel encouraged to keep the ad going.
Granted, this is quite far from a commercial that speaks to you or knows your habits, as in “Hey, Bill Braskey, it’s been 8 days since your last vanilla latté. Don’t you think you deserve one?” And I’m thankful for that. At present, I don’t feel like an advertisement that judges my emotional state is an invasion of privacy, but if they start to recognize my identity, I certainly will.
We do, however, already see ads based on our habits. Google and its advertising partners have the ability to show you ads that other visitors won’t see, because your Internet browsing habits are not exactly private. They call it “interest-based advertising”, and because Google is Google, they were very open and up-front about it, and have provided permanent methods for anybody to opt-out of the program.
Billboards shouting out your name aren’t a reality yet for a couple important reasons: 1) recognizing an individual face isn’t foolproof yet, and 2) advertisers don’t have access to a database of, say, driver’s license photos. Although, there may be a way around that last requirement, if Facebook starts selling access to names tagged in photos. In any event, you can rest assured that we’ll keep on top of this for you and help you protect your brain.
Big Brother is watching you shop, Michael Fitzpatrick, BBC News, Oct. 2, 2009
Photo credit: rpongsaj
Most of the time when you hear the term “facial recognition,” it’s used by people trying to attract you to a new digital camera, or software, or a plugin for Facebook.
On an individual level, it’s little more than a way to help your camera focus, or group and search your photos. But if you’re using it on a larger group level, you can make it do all sorts of nifty, and possibly dangerous, things.
Deterring Crime
For example, in Indiana recently, a convicted forger was caught trying to establish a sixth fake identity by a facial recognition system used by the motor vehicle department.
Airports are trying to use it to catch suspicious people when they appear in huge crowds. It shouldn’t shock you if I say that airports detain many people every week for doing nothing wrong. I’m a little worried that this would lead to even more false alarms.
YouTube has got a way to detect celebrity faces in their videos, which can help them, among other things, find videos that are breaking copyright law. There’s no reason, however, that it can’t also learn your face, and find you in other videos it has indexed.
Convenience
Some Windows-only laptops are using it to bypass the need for a startup password. I’m eagerly looking forward to the day when it might replace all my passwords, but there are a few kinks to work out first: most importantly, the Internet is not particularly secure, and I wouldn’t want just anybody to be able to activate my computer’s camera and look around. It’d have to be more of a system where, say, the bank’s Web site asks the local machine, “are you sure it’s really him?” and my computer replies Yes or No.
But if we could get that to work, I’d be a much happier man. I sit down, I’m logged in. I walk away, I’m logged out. Instantaneous, foolproof (?) security.
Toshiba is also working on creating fewer needs for drivers to take their hands off the wheel. One line from this article is kind of ridiculous, though:
Toshiba has found a way to make changing the radio station in your car as easy as blinking your eye.
That had better not be the trigger for changing the music. We, as a people, do a lot of blinking.
Beyond the Face
Microsoft is wanting to combine face recognition with voice recognition and movement tracking (and maybe more) with their new Project Natal. I am so far a big fan of the XBox experience, even if Windows drives me batty, so I have high hopes for this. I can’t help but think that background noises, like a dog barking, will cause a significant amount of trouble.
Conclusion
My American dream relies heavily on the notion of being able to go through an entire work week without anything in my pockets, or hanging off my belt. If facial recognition can be proven to be more than, say, 99% effective, sign me up.
But it also depends on a lot of trust in the authorities we place in power. I’ve seen corrupt behavior. You probably have, too. Do you imagine these technologies will help or hurt?
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