In terms of ad addressability, few have yet gone further than Google or Facebook. Much of their engineers' efforts are focused on creating algorithms that provide the most relevant advertising links to the user on the web. According to what they know about him: what sites he surfs on, what he looks for, what posts he likes. What works for the global giant in the online environment is trying to imitate the Slovak start-up Lurity in the offline world.

Payments for views

Lurity is building a network of digital advertising panels (citylights) in shopping malls. On large 65-inch flat screens, advertising visuals alternate at 15-second intervals. The key is that their display is controlled by a system with elements of artificial intelligence (AI), explains the founder and head of Lurity, Tomáš Tiefenbach. The role of AI is to increase the chances that your target audience will see your ad.

How is it possible? Each Lurity billboard is equipped with a camera with a face recognition function. Up to a distance of 15 meters, it can detect ten people at once and deduce their age, gender and length of interaction (how long they look at the panel) anonymously and on the basis of facial features, based on facial features.

Tens of thousands of people grind in shopping malls every day, so the system gets a solid overview of what people move where and when on a regular basis. For example, women go to the fitness center early in the morning, while men go to the fitness center in the afternoon. In short, Big Data. Based on this, your ads then appear on those panels and at times where and when their target is most likely to occur.

Read full article