Is Eye Tracking a New Reality?

The World Cup was the first example where one person could be watching it in one room someone watching it and they will be different banners in the background scrolling through. Part of it is I think we're starting to see kind of misuse of technology. The misuse of data could get quite happy, you know, can happen quite quickly. And part of that is we're building that bias into it as well so we're actually building something for the customer. It's going to take a lot of unknowns and machine learning to give us this new way of development which is rapid prototyping fast.