Yahoo Japan plans facial recognizing, content personalizing billboards
By Joseph L. Flatley 
posted Apr 10th 2009 1:11PM
posted Apr 10th 2009 1:11PM
Sometimes it seems like the worlds of science and marketing are in a constant struggle to present us with the future described in science fiction. Whether its flying cars, the OS from Minority Report, or robots that play "rock, paper, scissors," the old saw is true: you can't fight progress. And now it looks like Yahoo Japan has jumped into the fray, with a little help from Comel, a Japanese company that manufactures billboards. The two firms are collaborating on electronic signage that photographs passersby, analyses it using NEC's facial analysis technology, and guesstimates his or her age. Once the demo is confirmed, the device spits out appropriate advertising content. According to the poorly translated press release, the "face image data" is then erased, saving only a record of the passerby's age and sex -- so you Civil Libertarians can rest easily. Right.
[Via Trading Markets]
If this works as "well" as the face recognition in iPhoto, there's nothing to fear...
"may I suggest this plastic surgery clinic to you?"
Japan ? Were these guys fighting for hitler in WW2 ?
and sine then brought us new tech, anime, hentai, manga and hiro nakamura
Yay for 6fps 'cartoons'.
@ mr sir
/facepalm
Hellooooo Minority Report.
First thing that came to mind here as well!
I know I've started carrying a towel, as any wise traveler should.
um..didnt microsoft already patent this
http://www.informationweek.com/news/internet/showArticle.jhtml?articleID=201202339
Yahoo Japan might have bought some of usage rights, or probably these patent rules don't apply in Japan (Maybe).
Nice find.
Anyone know how Yahoo is getting away with Microsoft's IP here?
Because that patent probably only applies in the US. Anyway. That patent is stupid. It should not be possible to patent a general idea like that. It's not like the patent is describing a technology. It's describing a general idea of how to sell more focused ads using an existing technology. It's like pateting the idea of delivering ads on the internet based on surf historics in cookies. It's just stupid.
Well Snorre,
That's for the USPO to decide, and if they decided to issue Microsoft that patent, then that's that.
As far as Yahoo goes, aren't they still a US based company?
Most large corporations have overseas divisions, but does that automagically mean that what happens in Paris should stay in Paris, so to speak?
@ Hamidxa
I guess you are right. Though, I must say the US patent system should be seriously changed. Now it allows for too general patents, thus allowing small (and big) companies to issue vague patents then later on will be used to sue other companies. When it comes to international companies... I don't understand the US patent laws, so I will refrain from making any uneducated guesses.
This will not help Avon sell cosmetics in the Middle East.
Why was my comment deleted?!!!
Facial recognition in digital signage is a new technology, but it's been around for a couple years. There's a few companies out there pitching this as a way to detect gender (i.e. so the signage will play cologne spots for men, perfume for women) and track impressions.
I've never seen it pitched for security footage, considering it's fairly easy to trick with, say, a person wearing a Che shirt.
I can just see it now, as the sign displays an advertisement for extra strength preparation H to poor Mr. Yoshi boarding the subway who is surrounded by attractive giggling high school girls.
Haha, the potential for "social suicide" is just terrifying.
creepy. I predict smashed billboards
This is really creepy 'cause I just watched Minority Report last night. lol
It sure would be funny if the machine thought you were a lady when you were a guy!!
That would probably happen a lot in Japan.
what happens if it tries to sell viagra to a 5 year old girl?
I-Robot, the billboard that talks to him...
I much prefer targeted advertising than random. Bring it on, but let me sign into an advertising module and modify my preferences at any time, just in case I regret that Vanilla Ice CD purchase and don't want any further releases.
We must resist this type of tech at all costs..
Facial recognizing? Their going to start cataloging bukkake films?
This same technology is already in use in the United States, Europe and other parts of Asia.
Privacy advocates have called upon these companies to publish privacy policies, and also to post notices on screens that incorporate identifying devices (like facial recognition cameras).
Here is a recent article from a consumer privacy organization on this topic: http://blog.cdt.org/2009/02/02/ads-with-eyes/
Although most companies state that they do not currently identify individuals or store the images of consumers, this certainly does not mean that this will be the standard industry practice in years to come.
In fact, the opposite is more likely: digital signage companies will one day identify individual consumers because it will be profitable to do so.
But before that happens, digital signage companies need to get their infrastructure in place, and that is the stage they are at currently...
Wait a few years, and the billboard will really recognize individual people, check for the person's
online shopping habits with a little help from google and amazon and display related ads.
Soon after all men will hide in their basements, fearing that the billboards will show their preferences
in porn and sex toys to all the other people that happen to be around, be it their bosses or that hot
chick their after... Great! Where do I need to sign to stop this madness??
Bullshit. They all look the same.
Old granny walks past: Up pops advertisements for old people's homes, wheeled shopping trollies and coffins. Nice.
followed by prunes, Depends and denture glue.
So when you get old enough there is a moment where you are free about hearing about another new ipod or iphone, something to give you hope perhaps?
I can see it right now... A Japanese saleryman looks at the billboard and ads for Japanese pixel porn and ramen noodles popup.
Lulz will be had by all.
Hopefully the device will be better than I am at telling asian people apart?
The ones in sailor suits are girls (or freaks), seems easy enough to recognise.
I remember commenting on this 'new' thing long ago, I'm pretty sure it was on engadget, I guess I stayed so long that now I'm hitting the re-runs.