“A camera that monitors eye movements from up to 10 metres away makes it possible for smart billboards that track the attention of passers-by,”NewScientist reorts.”The developers behind the technology - dubbed Eyebox2 - believe it could have a range of possible applications, but should particularly interest advertisers. This is because it allows billboards to track people’s attention and perhaps respond when it wanes. Until now, eye-tracking systems have only worked over about half a metre. “It’s less accurate than those systems, but it is good enough to let us know whether you are looking at a display or billboard or not,” says lead developer Roel Vertegaal from Queen’s University in Ontario, Canada”.

Tracking billboards could give you the eyeball