A device developed at Queen's University (Canada) provides a unique way for advertisers to track the effectiveness of their messages by measuring how many people are looking at their billboards and screens. Called eyebox2(TM), the portable device uses a camera that monitors eye movements in real time and automatically detects when you are looking at it from up to 10 meters away, without calibration.

"This camera mimics eye contact perception in humans, allowing us to pinpoint quite accurately what plasma screen or product shelf people are looking at," says Dr. Roel Vertegaal, director of the Human Media Laboratory at Queen's and inventor of the technology.

The technology reflects a novel approach to human-computer interactions. The focus of the research is on making everyday devices more attentive to their users by "sensing" when it is appropriate to interact with them. The current research focuses on advertising applications, but future potential uses include attentive computers, cellphones, and household appliances.

For more information, click here .