6.12.2020

Over 30,000 fans who attended the Rose Bowl this year had secret cameras scanning them for facial recognition testing....

News Source



Over 30,000 fans who attended the Rose Bowl in Pasadena, Calif., this past January were being watched before they even got to their seats because their features were captured by facial-recognition software from a company called VSBLTY.

As fans showed up to see the Oregon Ducks take on the Wisconsin Badgers, there were four hidden cameras underneath digital signs near the FanFest activity area that were secretly scooping up data on those who passed by, according to OneZero.

Cameras reportedly analyzed their age, gender, if they were carrying a weapon or not, and if they were on any government watch lists. 


VSBLTY, based in Philadelphia, issued a statement calling the exercise "an audience study," which helped obtain data that would be used to enhance the consumer experience.

"Traffic count and other venue data collected, when combined with machine learning, can help improve operational efficiencies and venue logistics. Facts about fans, their habits and actions—in addition to demographic and psychographic information—will help plan audience activities as well as serve as a tool to validate the value of on-site advertising impressions to sponsors," the statement read.

"High tech video cameras combined with video display signage were strategically placed in front of the stadium where pre-bowl game fan activities were staged to collect key audience information through signage analytics," the message continued. "Along the pathway to the stadium, four cameras were deployed at different locations among “Fan Fest” activities that included two FESCO units displaying archived videos of Rose Bowl legendary players and advertising messaging."