Intel Buys OoH Measurement Firm CognoVision

US-based chip manufacturing giant Intel has acquired Canadian out-of-home (OoH) audience measurement technology developer CognoVision for an undisclosed amount.

CognoVision's technology is integrated into digital signage to count how many people are exposed to ads, their basic demographic make-up, and to track how customers move around stores. Its platform helps retailers and digital signage manufacturers measure the effectiveness of in-store marketing, and gather insights on shopper behavior.

Last year, digital signage manufacturer Vertigo Group integrated CognoVision's face detection technology into its LCD displays, allowing targeted outdoor ads.

Intel said that the acquisition was part of its overall digital signage strategy, which includes a partnership with Microsoft to develop a platform for the digital signage industry, containing features that analyze users' physical attributes and then generate tailored ad displays.

As part of the strategy, Intel has also partnered with NEC Corporation to develop a digital signage board containing face recognition technology, which can serve up targeted ad content according to the viewer's gender and age and measure how interested they were in a particular ad.

Web sites: www.intel.com and www.cognovision.com .12719