Microsoft Patent: Biometric Recognition Used To Personalize Ads


      In the film version of Minority Report, a personalized ad that knows about past purchases greets a character as he enters the Gap. Meanwhile, American Express ads tell Tom Cruise's own character that he looks like he needs an escape as he's chased by authorities.
      Now Microsoft has filed for a patent that could eventually help make these advertising scenarios come true.
      Microsoft has been investing heavily in advertising, including a $6 billion acquisition of aQuantive that should close this quarter, a new top ad exec at the company, and a new applied search and advertising research group.
      "Techniques for the targeting of advertisements are meager," the patent application said. "Some industry experts question how long the old world approach can last before the entire system becomes impossible to justify."
      The new Microsoft system, described in the patent application published last week, would be able to determine the identity of someone watching a display and deliver personalized ads to that person. Identification could come from biometric sensors, cameras, or more traditional login methods. A computer would then evaluate information that has been tracked about the person and the content and present a personally relevant advertisement.
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