An article relating to targeted advertising through the use of installed cameras within billboards. These tiny cameras gather details about passer-by - their gender, approximate age and how long they looked at the billboard. Social and ethical significance: 1)Privacy and anonymity - although Quividi claims that the process is completely anonymous, the details of the camera's recordings must be stored in a central database which, if not protected properly, could be susceptible to hackers and other perpetrators of crime. 2) Security - the safety of the data stored in the central database will be in danger if not properly protected. The data will most likely contain details of a person's identity. 3) Surveillance - the cameras must be connected to a network in order to to function to its full capacity. Once again, these cameras could be hacked into and used for surveillance purposes, which leads back to the issue of privacy and anonymity on the street. The general public, who are one of the stakeholders, are deeply involved in this matter as it is their identity that is being scrutinized by a small camera - in most cases the public are unaware that the billboard is identifying who they are and their presumed interests. The company, Quividi, is another stakeholder in this issue as they are responsible for this new technology. The advantages of this kind of "ultra-targeted advertising" is that companies can now know for sure what kind of advertisements to place and where, without the need of analysing the kinds of people that live in the particular area of interest etc; the camera installed in the billboards have the ability to do it themselves. Also, as the billboard is digital, there is no manpower involved in constantly changing the large billboard every other week or so. The main disadvantages to this is of course the invasion of privacy for the public but also the maintenance that would be required to keep the camera clean as well as updated