If a company wants to spend its marketing budget effectively, it is advantageous for it to target advertising only to potential customers. That is why it is said that the future of advertising is on the Internet, where its advertiser can easily filter what gender, what age or what nationality he wants to influence.

In Slovakia, however, something similar is not just the domain of the online world. Startup Lurity came up with a new generation of advertising banners and now plans to get them beyond the borders of our country.

The company started building a network of digital advertising panels in Slovakia last November. And if you walk past any of them, they'll get information about you that they use to benefit the advertiser. However, as the founder and managing director of Lurity, Tomáš Tiefenbach, points out, the information is anonymized and everything takes place in accordance with the GDPR regulation.

The startup currently has 39 panels, located in five shopping centers in Slovakia: Bory Mall, Poluse, Shopping Palace, Atrium Optima and OC Tulip. The ads take turns at fifteen-second intervals, and the basis of their work is artificial intelligence.

"It evaluates in which area and when the placement of a particular ad is most advantageous to reach a specific target group," says Tiefenbach. Based on facial features, the system can determine the age or gender of passers-by and how long they look at the ad. It can target ten people at a distance of up to 15 meters at a time.

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