IMRSV and IPG Media Lab Install Real-Time Camera-Based Audience Measurement System at ad:tech San Francisco
IMRSV‘s Cara™ Software Platform Captures Audience Information of Convention Visitors to ad:tech San Francisco at Moscone Center and Tweets Out Information
Booth #2622, ad:tech San Francisco, Moscone Center West
NEW YORK–(BUSINESS WIRE)– IMRSV (formerly Immersive Labs) a TechStars NY company, and IPG Media Lab, part of IPG Mediabrands, the global media holding company of the Interpublic Group, today announced that the two companies have collaborated with ad:tech, the largest digital marketing event in the world, to install IMRSV‘s Cara™ software platform at ad:tech San Francisco, April 9-10, at Moscone Center West. Cara software platform, which enables any web camera to become an intelligent sensor, is a new way to measure the world. The ad:tech installation will provide anonymous, real-time audience data taken from five locations on the ad:tech show floor, including age, gender and attention time. IMRSV has designed the Cara platform as a way to measure retail, advertising and other real-world environments.
IMRSV and IPG Media Lab have collaborated on ways to adapt the Cara software platform to social media and ad networks. IPG is also an initial customer for the Cara platform.
“The ad industry has clamored for better measurement solutions that gather actual human data, not just machine information, for years, and the Cara platform is a true milestone for gathering intelligent information in a real-world setting,” said Nicole Buraglio, marketing director for ad:tech. “We always strive to introduce new, innovative technology at our events, and the IPG–IMRSV demo is live, commercial technology that benefits our organization, as well as our members, in powerful ways.”
The Cara system will capture data, then tweet hourly breakdowns (to #adtechSF) of total data from all five locations in Moscone Center West, as well as data from each of the five locations. One of the locations is Booth# 2622 on the show floor, which will be hosted by IPG Media Lab and IMRSV.
IMRSV‘s innovation in the development of Cara is software that can detect up to 25 people simultaneously up to 25 feet away using a basic web camera. The technology behind this is a proprietary face detection software that adheres to privacy by design principles and doesn’t record images or collect any personal information. The software is as easy to use as Skype, can be set up on any PC or smartphone and can detect audiences with 90% accuracy. Cara requires nothing more than a PC, Internet connection, a …read more
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