London is now host to advertisements that can 'read' passers-by and customize content to better reach them.

This article titled “The advert that can tell who you are” was written by Leo Hickman, for The Guardian on Monday 20th February 2012 20.00 UTC

Technologists call it the Star Trek effect: show an imaginary sci-fi gadget on screen and, soon enough, scientists will be redoubling their efforts to bring it to reality. Minority Report, Philip K Dick’s short story, which was filmed in 2002 by Steven Spielberg with Tom Cruise, is often put forward as an example. Since the film’s release, a number of its featured technologies – touch screens, social networking, iris recognition – have become commonplace.

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