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Billboards That Look Back

EFF IN THE NEWS
June 3, 2008

In advertising these days, the brass ring goes to those who can measure everything — how many people see a particular advertisement, when they see it, who they are. All of that is easy on the Internet, and getting easier in television and print.

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Quividi’s technology has been used in Ikea stores in Europe and McDonald’s restaurants in Singapore, but it has just come to the United States. Another Quividi billboard is in a Philadelphia commuter station with an advertisement for the Philadelphia Soul, an indoor football team. The Philadelphia billboard was installed by Motomedia, a London-based company that converts retail and street space into advertisements. It installed the A&E billboard in association with Pearl Media, a Butler, N.J., company.

“I think a big part of why it’s accepted is that people don’t know about it,” said Lee Tien, senior staff attorney for the Electronic Frontier Foundation, a civil liberties group.

Saturday, May 31, 2008
New York Times
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