Meta’s New Headset Will Track Your Eyes for Targeted Ads – Slashdot
Meta has already developed a ton of technology for these purposes. The company filed a patent for a system that “adapts media content” based on facial expressions back in January, and it has experimented with harnessing and manipulating people’s emotions for more than a decade. In January, it patented a mechanical eyeball. Despite the public’s privacy concerns about Meta, it may be hard for people who use the company’s products to resist activating the eye-tracking features because of what they will allow your avatar to do.
“If Meta is successful, there’s going to be a stigma attached with denying that data,” ProPrivacy’s Walsh said. “You don’t want to be the only one looking like an expressionless zombie in a virtual room full of people smiling and frowning.” Of course, eye-tracking data could be used to determine what you’re thinking about buying. Maybe you spend a few extra seconds glancing at an expensive digital fedora, and the company sends you a coupon code an hour later. But measuring your emotions opens up a whole new arena for targeted ads. Digital marketing is all about showing you the right ad at the right moment. Walsh says advertisers could build campaigns with content specifically designed for people who seem frustrated, or more cheerful ad for people who are in a good mood.