Cover Story: Has Tom Cruise seen the future of advertising?

With businesses striving to get more specific data about customers, what will this avalanche of information mean for advertising? Emmet Ryan reports on how companies could personalise the experience in years to come.

Emmet Ryan

Technology Correspondent @emmetjryan
26th January, 2014
Valentine Volonghi.

It's the year 2054 and Tom Cruise has borrowed someone else's eyes (it's a long story). He strolls into Gap and the in-store advertising immediately locks on. Scanning his borrowed eyes the hologram clerks tell him about offers that may be of interest to him based on previous purchases. Minority Report may have been dystopian, but if you replace eyes' with cookies' then it's starting to sound awfully familiar if less physically invasive.

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