C-nario Taps TruMedia Facial Analysis System

More momentum for the idea of ads that analyse passers-by: digital signage software producer C-nario has partnered with TruMedia Technologies to integrate the latter's facial recognition tracking systems into its products.

TruMedia's iCapture audience measurement system and iCapture PROM (PROactive Marketing) platform use sensors to analyze face images in order to match targeted ads to viewing audience demographics.

Viewers' faces are analyzed in real-time to generate information such as audience counts, behavior and demographics such as gender and age group, as well as individual exposure times. This data can then be used to select and modify and display ads according to their relevance.

C-nario's VP of Marketing, Yael Elstein says the agreement 'improves and streamlines the advertising process, allowing advertisers to target their audience with the most relevant ads in real time', as well as showing his firm's 'commitment to provide advertisers with the best tools to deliver their messages.'

Last summer, TruMedia weighed in when an article in the New York Times raised privacy concerns about billboards with facial recognition tracking systems. At the time, the firm said it never records or stores any video collected in this way, and no uniquely identifiable data is extracted.

Web sites: www.c-nario.com and www.tru-media.il .

Last month in Japan, IT solutions giant NEC launched a digital signage board containing face recognition technology, which can also serve up targeted ad content according to the viewer's gender and age; and on Monday this week a deal in Canada saw Vertigo Group linking up with CognoVision Solutions for another facial recognition ad product.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.