• by John Capone , May 13, 2010

"What can we do so that we don't get regulated into oblivion in three years when it costs 10 bucks to mount a camera on a screen and everyone does it?" asks Bill Gerba, CEO, Wirespring.

Self-regulation is the first line of defense.

"Image recognition is starting to become huge on the mobile side," says David Weinfeld, Principal, The Preset Group. He gives the example of Google Googles. "Google realized as they began to roll out that application, that it was too good." It was able to identify people. And because of all the information Google collects on us, a photo could link to a store of personal data. Google tuned the feature off. He views this as a cautionary tale, because, if Google hadn't done that, it could have derailed the entire project.

DOHH "is probably the only medium who can tell you who is actually looking at the ads," says Jack Sullivan, Out-of-Home Activation Director, Starcom Worldwide. "This is an advantage when you go to clients." but it might not always be.

"If your digital signage does identify people and a crime is committed in the are, what's to stop police for subpoenaing all the records?" asks Harley Geiger, Counsel, Center for Democracy & Technology (CDT).