Meta opens a new pandora’s box that will allow them track your eyes for targeted advertising.

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Photo by Meta/Meta Quest Pro

Last week, Meta introduced the Meta Quest Pro, a new virtual reality headset. However, things are not so simple in the virtual headset there is a “trick” – certain cameras pointing inward to track your eyes and face. Also, along with the announcement of the headset, the company updated its privacy policy, adding a “scary” section called “Eye Tracking Privacy Notice”.

” Meta made some fun new additions to its privacy policy, including one titled “Eye Tracking Privacy Notice. The company says it will use eye-tracking data to “help Meta personalize your experiences and improve Meta Quest.” The policy doesn’t literally say the company will use the data for marketing, but “personalizing your experience” is typical privacy-policy speak for targeted ads. ” [1]

To be more specific about what the data will be used for, a Meta official confirmed in an interview with the FT that the data is needed to figure out how people interact with ads.

Let me remind you earlier back in 2012, then Facebook (Meta) acquired the eye-tracking startup “GazeHawk”. As we can see, 10 years after the acquisition, Meta began to successfully implement GazeHawk developments.Let’s be honest whether you agree to targeted ads or not, this technology takes data collection to a whole new level.

Скриншот 2012-03-08 в 22.39.46

However, the use of this technology, in my opinion, is not a boon for society, but simply a tool to increase the company’s profits.
This reminds me of the scene in “Black Mirror” where the character had to watch ads in order to access the content because his eyes were tracked, and if the advertisement was not viewed, then harsh measures were taken against the person. Quite scary is how close we come to the reality of the “Black Mirror”

1984 & Black Mirror | Video Art
An episode from the series “Black Mirror”

What do you think, what will be the consequences of such technologies and whether they bring any benefit to society?

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Sources:

https://gizmodo.com/meta-quest-pro-vr-headset-track-eyes-ads-facebook-1849654424

https://techcrunch.com

https://www.ft.com/content/76d40aac-034e-4e0b-95eb-c5d34146f647

https://www.meta.com/en-gb/help/quest/articles/accounts/privacy-information-and-settings/eye-tracking-privacy-notice/

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