The Ads are Watching: Digital Signage Needs Privacy Standards
Digital signage companies have the opportunity to enter a new era of responsible, consumer-friendly interactive marketing, but only by incorporating strong privacy standards into their business models.
The digital signage industry has established a burgeoning offline version of the behavioral advertising that currently occurs online. Digital signage companies increasingly use facial recognition, RFID, Bluetooth, and other technologies to track consumers and tailor ads to their personal information. Several uses of these technologies have proven controversial, and some systems‚ such as one using license plate scanners, have been scrapped altogether due to privacy issues.