Digital ads on billboard that you may encounter as you drive can now spy on those who look at them. It’s not called this, it’s referred to as a radar, but spying is in essence what it is. It has to do with the technology that tracks your phone. You are driving and you look at an ad, and they know much about you through the data they collect. I don’t understand all of it, so I can’t tell you how they do that, but it is now possible. It is based and focused on the signals which are emitted from our devices, or I suppose whatever electronic systems such as GPS are in our cars. The problem, and to me and certain privacy advocates it certainly is a problem, is what is being done with the data that is collected. It’s all sort of new, and it’s all opaque. And I am not sure that time will necessarily add to transparency. Clear Channel Outdoor has been using this technology in the US including Los Angeles for the last four years, and is now ready to use it in Europe. What I thought was important was that the article describing its US usage added the word, quietly when describing their practices. The problem is that private companies, the names of which are not all known, are using the information for their own profits and purposes. The technology is the same as that used in surveillance and privacy experts are concerned that a commercial surveillance network is being built and given that so many companies are involved, it makes the practice even scarier. Of course Clear Channel says this is to help advertisers better understand consumer behavior and advertising campaign effectiveness.
Whatever reasons all the business concerns may give, it is difficult to see how advertising that utilizes surveillance technology can be benign to consumers. I don’t know if consumers can manage to stop the practice, but I know that it is something we need to know more about.