Over the past decade, marketers have increasingly relied on facial recognition technology (FRT) to create personalized advertisements. FRT depends on complex algorithms to identify a person by measuring the size, angle, and distance between a person's facial features. FRT then uses this information to search a database of similar features and matches the image to a stored reference photo. Within seconds of capturing an image, FRT can detect and identify a single person in a crowded public area.Unlike earlier discussions of the use of facial recognition technology used to ascertain demographic characteristics rather than a unique identity, this article discusses true facial recognition in advertising.
Other posts containing longer comments on demographics vs. identity with respect to facial recognition:
Burgeoning Facial Recognition: How come no pitchforks?
FTC Freestylin' on Face Recognition