Over the past year, the internet was rocked by privacy issues from tech companies. The Cambridge Analytica scandal raised global concerns on how tech companies are handling private information. This gives rise the need for better and more secure techs that addresses needs but safeguards privacy of individuals.

We believe facial detection holds the key to address this.

What is Facial Detection

Face detection (FD) is a computer technology being used in a variety of applications that identifies human faces in digital images. Face detection also refers to the psychological process by which humans locate and attend to faces in a visual scene. FD simply scans a subject and runs estimates his of age, gender and mood.

Figure 1.1 Demo of AdMov running facial detection on a rideshare passenger. The computer simply scans and estimates demographic info


Benefits of Facial Detection

* Safer Information– Traditional digital channels gets its data via sign up forms. This is risky. Storing sensitive information such as birthdays, names, address, etc puts this info at risk. Storing this info are prone to hacking and misuse.

Since FD is simply storing estimates, the impact of this risks is mitigated. All of the data captured are anonymized.

* Good Enough Data– Many applications can be benefit from FD tech. For advertising, it is a safer way of getting data that could enable marketers to run hyper-targeted ads without compromising individual privacy.

In AdMov, the company uses FD to get estimates on age, gender and mood of riders. The accuracy is around 90% which good enough data for marketers to run hyper-targeting. Since it is carrying anonymized data, it is way safer compared to the ones being used by traditional digital channels.

* Secure Analytics – Since FD is handling anonymous data, this information can be used for reporting and analytics. Marketers can use this data to analyze customer trends without compromising private informations.

Author: Bobby Ben Davis Cristuta

Bobby is the CMO and Co-founder for Admov Philippines. He is a serial technopreneur. He is passionate in delivering emerging marketing channels and bring Manila as destination for innovative advertising technologies.