Anonymous Video Analytics

These displays use a camera sensor to anonymously count body-like shapes to help us estimate the number of shapes that have passed through an area at a given time. The measurement process is performed in an anonymous way, without storing or generating any information that could be used to identify an individual.

More specifically, camera sensors in kiosks process shapes in real-time. If a shape is consistent with generic body patterns, the AVA technology counts the shape as one passerby moving through the space. To perform this count, the AVA technology registers dwell time (i.e., the period of time that the body-like shape spends in the field of vision of the camera sensor’s lens) and the average distance between the body-like shape and the camera sensor. No pictures of body-like shapes are captured or retained.

The camera sensors are ultimately the responsibility of Cineplex Digital Media Inc. The camera sensors are located at the front and top of the digital signage kiosks, as shown on the image below.

We have camera sensors installed in digital signage kiosks at various malls and concourses to count foot traffic.

The camera sensor detects body-like shapes in the crowd around the signage kiosk. This all happens in the blink of an eye - and no pictures or video recordings of individual faces or bodies are stored by the system. The system does not remember individuals, so if a person moves outside the radius of the camera sensor’s lens, and then later re-enters it, the AVA technology will count this as a new passerby.

We do not, and cannot, use the AVA technology to identify, track or profile specific individuals. AVA is never used to deliver targeted advertising to individuals based on their interests, behaviours or characteristics.

Based on the estimated traffic counts that we collect, we can show the value of these displays to potential advertisers and set the rates for advertisements.

No images of individuals are stored. Although a passerby may enter the field of view of a camera sensor’s lens, that lens does not take any picture or video recording of that passerby or their surroundings. Instead, the shapes detected by the camera sensors are processed in milliseconds within the kiosk to allow the system to count passersby.

The images of body-like shapes that are detected by the camera sensors are not retained. Rather, when such a shape is detected by the camera sensor, the only data transmitted by the AVA unit to us is a tally toward the traffic count and the average dwell time during a given time.

We regularly review and update our AVA practices to limit what our camera sensors detect to only what we need for the purposes described above.

Camera sensors are installed in plain sight and are never hidden.

Camera sensors are installed to avoid entrances to our property partners’ premises. Where it is not possible to avoid such areas being within range of the camera sensor’s lens, we implement additional measures to defocus the lens and shorten its detection range.

Only strictly authorized personnel and technicians have access to the secured camera sensors and related technology.

We collaborate with our property partners to promote transparency regarding the use of AVA technology.

For more information, please contact us as described below.