# The Eyes Are the Prize: Eye-Tracking Technology Is Advertising’s Holy Grail

## Overview

**Authors:** Avi Bar-Zeev

**Publication Date:** 28 May 2019

**Link:** <https://www.vice.com/en/article/the-eyes-are-the-prize-eye-tracking-technology-is-advertisings-holy-grail/>

**Keywords:** Eye tracking, augmented reality, virtual reality, mixed/extended reality, spatial computing, user privacy, biometric data, informed consent, human-computer interaction, civil liberties

**Type:** Articles/Reports

## Summary

Humans have evolved to read emotions and intentions in large part through our eyes. Modern eye-tracking technology can go further, promising new wonders in human-computer interaction. But this technology also increases the danger to your privacy, civil liberties, and free agency.


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