Biometrics: the future of AI?

SYDNEY: Marketers are looking toward artificial intelligence (AI) to boost capability in measurement and targeting, according to an expert in the field. Karen Nelson-Field, Associate Professor at the University of South Australia and the author of Viral Marketing: The Science of Sharing, addressed this topic at the AdNews Media Summit in Sydney. And she outlined potentially significant opportunities for advertisers in the areas of viewability, ad avoidance, audience measurement and contextual programmatic targeting in real-time. While biometrics and similar technology have been used before to track people's responses to ads in a laboratory setting, Nelson-Field argued this is too removed from how people interact with advertising in real life. She suggested that the next step for marketers is in biometrics with vision AI behind it, a phase that will harness subconscious recollection and provide a more accurate picture of how consumers interact with advertising in real life.