An advertising system which is able to track your eye movements while you shop has been created by researchers based at Lancaster University.

The Sideways project uses software to locate faces and eye movements of shoppers captured on camera.

It could allow for video screens which change adverts depending on what you look at in a shop.

The team told the BBC they hoped the technology would be in use in shops within five years.Ad Delivery Based on Eye Tracking [bbc.co.uk]