"During the Super Bowl, you're watching TV, some great ads pop up," Lyn Watts, a Microsoft manager, said during a presentation at the PII conference here this afternoon. "You say something like, 'Xbox share,' it'll share automatically, on Facebook or Twitter, whatever you like. Advertisers are really impressed by this."
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Kinect's unique capabilities to record and compile detailed biometric data raise some novel privacy issues. Kinect's microphone array can record audio within earshot and transmit it to advertisers. It performs face recognition and can transmit video.
"How many people are in the living room? Are they taking any action based on the advertising they just saw?" Watts said. "Can we watch the customers' reaction, and if we can, do we have the capability of showing a different ad, or the same ad, depending on what the reaction was?"
Watts, who focuses on this topic for Microsoft, says Kinect developers need to pay attention to privacy from the beginning. "Make sure you do full disclosure," he suggested. "Make sure on the back end you know what you're going to do with your data."