Dive Summary:

• Tesco is preparing to equip 450 U.K. gas stations with the OptimEyes eye-scanning system.
• The advert service scans the eyes of customers to determine age and gender, then queues advertising content via video screen based on the results.
• Tesco predicts the new service will reach an audience of roughly 5 million consumers per week.

Dive Insight:

“The ability to tailor content based on time and location means this can be extremely useful and timely for interacting with our customers,” said Peter Cattell with Tesco. Tesco says the new device doesn’t save information which could invade the privacy of participating consumers.