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BluScreen, an interactive advertising technology that identifies passers-by using their Bluetooth-enabled cellphones, is being tested at the school of Electronics and Computer Science at Southampton University in the UK.
The BluScreen system has a unique way of determining the ad shown; it holds a microsecond auction in which different advertisers can see the characteristics of the person and then bid on showing an ad. The "winner" of the auction selects the advertisement and pays accordingly.
Obviously, passers-by must have Bluetooth turned on, and profile information marked as available. Participants could influence ad content by the content of their profile.
Developers of the system are interested in having sensors in other parts of the building to build a profile of each individual, to better present them with information (ads) that are relevant to their recent experiences.