The boards have eyes

A Canadian academic has created technology enabling billboards to track and count the number of people who look at it, reports The Associated Press.

The portable device can recognize when eyeballs are actually turned toward signage, an improvement over previous, more expensive devices.

The Xuuk eyebox2 was developed by Roel Vertegaal and costs $999. Broad use and data resulting from the eyebox2 could affect rates charged for billboard ads over the long-term.