Digital ads that see who you are

I know that the last post was also from AdAge but a recent 3 minute update was very interesting and covers digital ads that see who you are. The company who has this new technology says that they will not be able to identify individuals but mainly general movements of how long you look at the ads. This is just one of the new trends of market research such as tracking eye movements or brain waves. How long are we prepared to go to be able to measure ad effectiveness? It is worth checking out the update.