ADMICRO

Read the passage below carefully, and then choose the best answer:
Billboards that Recognize You
Have you ever felt you were being watched? Some new technologies might make you feel that way. Digital billboards are being created that have the ability to recognize certain characteristics. These high-tech devices have cameras pointed at the people on the street, and software that tries to recognize people by age and gender. A computer inside the billboard then uses this information to display ads that are directed at the people who are looking at the billboard. For example, if a man passes a billboard featuring an ad for cosmetics, the computer can change the ad to something that is more likely to catch the man’s attention, such as a restaurant, or sporting goods. While advertisers see _this_ as a great opportunity to reach their target customers, some people feel that this kind of profiling is an invasion of their privacy. People are now much more aware of how information is exposed, shared, bought, and sold on the Internet. Now this debate will include technologies such as these “smart” billboards. But advertisers claim that they are sensitive to people’s concern about privacy – companies that have tested the billboards in Japan and the US assure consumers that the billboards can only guess your age and gender, but they will not be able to recognize your face or obtain any personal information about you. Until recently, this kind of “personal” advertising has been mostly limited to the Internet. Search engines like Google and Bing can follow what we search for because each computer that connects to those sites has a unique identity. Companies then pay search engines to use this information to display ads for products and services that you have searched for. So if you search for travel information, you are likely to see ads for airlines and hotels. This kind of advertising has proven to be much more effective and valuable than traditional advertising. In addition to taking steps to deliver more personalized messages, advertisers are using billboards to offer more useful information. Digital billboards can connect to the Internet to display information such as the time, weather, and news headlines. In the future, this technology could be used to reflect activity on social media sites or to broadcast ads that relate to local events. In today’s world, people ignore thousands of ads every day. Advertisers are trying to change that trend by personalizing the experience of seeing an ad. So pay attention the next time you see a billboard – it could be talking to you.
2. What does a digital billboard’s camera look for?

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