Future Biometric Technology
"A biometric is an individual's unique physical or behavioral characteristic that can be used to identify the individual precisely. A fingerprint, a signature, an iris pattern-each of these is an example of a biometric. Due to their exclusive nature, biometrics can be used to validate a person's identity through a process called Biometric Authentication."
Alexander P. Pons, BIOMETRIC MARKETING: TARGETING THE ONLINE CONSUMER (2006)
Pons goes on to say, "Accurate, individualized information would allow marketers to profile individuals more precisely and reduce the clutter that is characteristic of inaccurate advertising." In other words advertisers would be able to tell exactly who is using the internet and exactly what they are interested in searching for by their search queries. They could then focus their advertising to fit the profile of an individual. While this would reduce a lot of cost to the company, the privacy of the individual is being compromised. Sure honest advertisers wouldn't take advantage of this but unfortunately the world is no filled with honest people. The possibilities do no stop at online using. The future could see biometrics being used on the subway as you by camera devices that use facial recognition to identify each individual onboard. The possibilities could easily spiral out of control if privacy issues are not addressed by the time biometric technology reaches full force in our society.