See that Billboard? It might see you too!
But, he added, the company was using the same data that mobile advertisers have been using for years, and showing certain ads to a specific group of consumers was not a new idea. “It’s easy to forget that we’re just tapping into an existing data ecosystem,” he said.
In many ways, billboards are still stuck in the old-media world, where companies tried to determine how many people saw billboards by counting the cars that drove by. But in recent years, billboard companies have made more of an effort to step into the digital age. Some billboards, for example, have been equipped with small cameras that collect information about the people walking by. Clear Channel Outdoor’s move is yet another attempt to modernize billboards and enable the kind of audience measurements that advertisers have come to expect.
“People have no idea that they’re being tracked and targeted,” said Jeffrey Chester, executive director of the Center for Digital Democracy. “It is incredibly creepy, and it’s the most recent intrusion into our privacy.”