TruMedia ad tech's senior PROM

The company's face-detection technology can now differentiate between youngsters and oldsters.

The next time you stop to watch a big-screen advertisement, remember: it may be watching you back.

TruMedia provides retailers with a combination of iCapture video-capture hardware and Proactive Merchandising (PROM) software to build custom age-targeted advertising content to passers-by. How? Face detection. The software analyzes the video stream and--as we're increasingly seeing with consumer cameras and camcorders--can distinguish faces in a crowd.

It's been able to differentiate between adults and kids for a while, but the new development is the ability to identify seniors as well. As they're a distinct and significant marketing demographic, that's a nice capability. But also kind of a mixed blessing for the targetees; much as you probably don't want to be assaulted with Disney ads as you wander the mall, do you really want to be the reason it goes from Disney to Depends?

About the author

Lori Grunin is a senior editor for CNET Reviews, covering cameras, camcorders, and related accessories. She's been writing about and reviewing consumer technology and software since 1988.


Discuss TruMedia ad tech's senior PROM

Conversation powered by Livefyre

Show Comments Hide Comments
Latest Articles from CNET
The truth about Ultra HD 4K TV refresh rates