Microsoft executive Dennis Durkin revealed the company is looking into alternative uses for Kinect. One of the things he talked about is how the camera could help advertisers to be able to specifically tailor ads to viewers:
Microsoft’s Dennis Durkin said yesterday that Kinect could help the company “be more targeted about what content choices we present; what advertising we present; how to get better feedback and data; about how many people are in a room when an advertisement is shown; how many people are in a room when a game in being played.” As users can see when playing the games, the camera can differentiate between different players, and this can actually extend to judging how much viewers are interested in any given game. Kinect also can record sound, which makes the job even easier.
Durkin gave an example, saying if people were watching a sporting event, the camera could see what jerseys they were wearing and deduce what team they support. Then advertisers would be able to specifically tailor to them.