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Meta may use the Quest Pro's eye-tracking to serve ads because of course it will
- The company states that it will use eye-tracking data to personalize experiences and improve the Quest.
- This could give Meta unprecedented levels of data the company could use to serve you ads.
There’s nothing there that explicitly states that Meta will use this information to deliver ads to its users. However, the “personalizing your experiences” part is often jargon that’s used to refer to targeted ads.
The social juggernaut hasn’t really been shy about its aspirations either. Gizmodo points out that in an interview with Financial Times, Meta’s Head of Global Affairs, Nick Clegg, told the publication that eye-tracking could be used “in order to understand whether people engage with an advertisement or not.”
And the problem isn’t limited to eye-tracking either. Meta is currently working on full-body tracking so avatars can mimic all of your movements more accurately. With this amount of information, it could potentially provide Meta with unprecedented levels of data that could be used to serve you ads.
Over the years, Meta has built up a certain reputation among its users. It has become infamous for its invasive ad-targeting practices. So while there are no ads currently in its VR hub world, it would be far from a surprise if the company began sneaking ads into the experience sometime in the future, after it has built up its user base.