Xbox One & Kinect advertising: Mehdi hints at releasing captured data to firms – report

Monday, 7th October 2013 12:59 GMT By Dave Cook

Xbox One and Kinect have caused quite a stir among gamers over fear that Microsoft will use both devices to monitor players to compile marketing data, then release it to advertisers. Despite claims that the company will not release said data to third-parties, Microsoft’s Yusuf Mehdi has allegedly hinted that this could happen at some point.

In an article called, “Xbox One’s Data Treasure Trove Could Reshape Marketing,” Advertising Age reports that VP of marketing and strategy Mehdi gave a lecture at the Association of National Advertisers Masters of Marketing Conference on October 5. During the talk he discussed the company’s stance on marketing and apparently – according to the site – hinted that Xbox One marketing data could be released beyond the company’s borders.

The site doesn’t bear an actual quote however, so take this lightly.

Elsewhere, Mehdi said, “We are trying to bridge some of the world between online and offline. That’s a little bit of a holy grail in terms of how you understand the consumer in that 360 degrees of their life. We have a pretty unique position at Microsoft because of what we do with digital, as well as more and more with television because of Xbox. It’s early days, but we’re starting to put that together in more of a unifying way, and hopefully at some point we can start to offer that to advertisers broadly.”

It follows comments from Microsoft’s Albert Penello, in which he downplayed the possibility that Xbox One’s Kinect bar would be watching players. He added that even if it did, it’d be something that users would have to opt in to.

At the time he said of Microsoft’s NuAds tech, “NuAds by definition is simply interactive advertising done on the platform. Using the functions of the console and Kinect to interact vs. just watching a spot. There’s nothing particularly interesting happening here unless you’re in the advertising business, and we’ve done a few on Xbox 360 today.

“What I think you’re asking about is an interview done earlier in the year where someone was talking about how some of the new Xbox One Kinect features *could* be used in advertising – since we can see expressions, engagement, etc. and how that might be used to target advertising. This is the point that seems to draw some controversy.

“First – nobody is working on that. We have a lot more interesting and pressing things to dedicate time towards. It was an interview done speculatively, and I’m not aware of any active work in this space. Second – if something like that ever happened, you can be sure it wouldn’t happen without the user having control over it. Period.”

What do you make of the above?

Via Eurogamer.



  1. monkeygourmet

    “First – nobody is working on that.”

    many lol’s

    FU Microsoft you dirty fucks.

    If MS witnessed a murder / illegal activity (someone doing coke or smoking a bong etc…) while snooping on Kinect, would they have the obligation to reveal that information?

    #1 1 year ago
  2. TheVoiceOfReason

    The original Kinect produces gigabytes of data over a few seconds and that data is going nowhere beyond the local device. Metadata generated from users would be sent I’d imagine, but to think that MS are giving marketers a direct feed to your living room is idiotic.

    #2 1 year ago
  3. TheBlackHole

    I should be less petty than this, but I’m not.

    I hate that guy’s face. I hate his mannerisms. I hate his smug grin. I hate his autobot public speaking.

    Seriously, he just riles me up something chronic.

    Would quite like an XB1 though.

    #3 1 year ago
  4. TheBlackHole

    @1 Probably, yes.

    #4 1 year ago
  5. twisted89

    @2 you clearly have no idea what you’re talking about, the original kinect connected over usb 2 which can’t cope with anything near ‘gigabytes of data over a few seconds’.

    #5 1 year ago
  6. TrickyAudio

    @3 They are pretty much all like that at Microsoft.

    #6 1 year ago
  7. monkeygourmet

    I too hate his stupid smug face. He’s like a baddy from Robocop or Smash TV…

    #7 1 year ago
  8. Joe Musashi

    I think I’ve just worked out what sort of data Microsoft’s Cloud is going to be processing for the most part.

    1) Charge users to gain access to The Cloud
    2) Charge 3rd parties to gain access to usage data on The Cloud
    3) There is no step 3
    4) Profit


    #8 1 year ago
  9. Templar_Dante

    They keep denying it but its damn true. Now, there you go. Its been their damn intention all along!

    #9 1 year ago
  10. Eregol

    At least they’re being up-front about it. Let’s not forget that Sony have advertising patents out there as well that they could use.

    #10 1 year ago
  11. bradk825

    There are still privacy settings regardless. Mine will be moderate, but you can shut off all data sharing if you want, this has already been said many times.

    #11 1 year ago
  12. Templar_Dante

    Sony arent including a camera and then “tempting” you to keep it plugged in. They know people are lazy, You open up the Xbone box. Plug in the camera, you know, novelty, curiosity. Then, you wont take it out. Sign away your freedom with a ToS and yeah, ignorance is bliss. MS are such a scaly bunch! What pisses me off is the refuted these claims a few days ago!

    #12 1 year ago
  13. TheVoiceOfReason

    @5 I never said the data left the device, I said it generates that amount over small amount of time. You might want to read a comment before starting a pseudo-technical crusade.

    #13 1 year ago
  14. mistermogul

    These stories reinforce my belief that moving to Sony next gen is a good idea…

    #14 1 year ago
  15. TheBlackHole

    All of you, go and read the Apple T&Cs. Go and read Amazon’s. Go and read your bank’s, Facebook’s. Hell, look at the information you’re handing over EVERY TIME you download an app from ANY store.

    Most of you happily give up more than this on a daily basis. Why get so high and mighty about it now?

    #15 1 year ago
  16. Klaxusprime

    Xbone will be crushed by European Union. It’s plain illegal to record the private life of a person if not for security purposes, even if that person gives his consent.
    Another bullet from Bruxelles in Microsoft’s face.

    #16 1 year ago
  17. AmiralPatate

    It’s illegal to not allow people to resell their software, physical or digital. Yet Steam is doing just fine.

    #17 1 year ago
  18. antraxsuicide

    @16 Because it’s really easy to spell Micro$oft, cuz we’re cool on the internet.


    #18 1 year ago
  19. TheBlackHole

    “Xbone will be crushed by European Union”

    Good job for them ther biggest market isn’t Europe then.

    #19 1 year ago
  20. Blue Oni

    MS really needs to learn a lesson the hard,painful way…the way Sony learned theirs back in 2006.

    #20 1 year ago
  21. Klaxusprime

    @18 Yeah, but privacy is the issue here..

    #21 1 year ago
  22. AmiralPatate

    @22 Privacy on the Internet is an illusion. Every time you log in somewhere, they probably have already sold your private info. And if it’s not sold, it’s analyzed by the NSA. Or both.
    Besides, your ISP is probably required by law to keep a trace of all your traffic for years.

    #22 1 year ago
  23. Kreion

    @22, 23

    Exactly, if you really think you have privacy in this day and age you are living in a fantasy world. How do you think every ‘recommended for you’ adverts work? Your browsing data’s being used to look at what you’ve purchased before and guess at what you also might like.

    Continue thinking Microsoft is the child of Satan if you must, it’ll just make it easier for another company to subtly do it whilst you’re not paying attention.

    #23 1 year ago
  24. CyberMarco

    “Most of you happily give up more than this on a daily basis. Why get so high and mighty about it now?”

    Who said that I’m complying with their “demands”? Fuck them. My firefox browser is like a fortified stronghold with add-ons blocking their ass out from my daily routine. It wont be 100% effective all the time, but at least I’m not like a sheep being delivered to the slaughterhouse.

    #24 1 year ago
  25. fearmonkey

    @3 – I have sort of the same reaction to this guy, he irritates me, always has. But it seems many MS exes are like that now. They really need someone like peter Moore again, someone who isnt as much a suit.

    #25 1 year ago
  26. antraxsuicide

    @25 Yes, you’re commonly downloaded free browser has totally stumped the NSA. It’s incredible.

    Please. We’re on the Internet, which means (by definition) that we’re connected to other computers. If you want your PC to be unobserved by everyone else’s, then you’ll have to get off the Internet. Period.

    #26 1 year ago
  27. manamana

    Why shouldn’t Microsoft do it? Should they collect Data for fun? It was obvious the day they announced all their DRM, always on, Kinect mandatory standpoint, before E3.

    #27 1 year ago
  28. Blue Oni

    Wow some MS apologists here are trying really hard to justify MS plans by going far beyond the realm of hyperbole and entering the realm of stupidity.

    #28 1 year ago
  29. CyberMarco

    @27 Yeah, because I live in the US, not!

    #29 1 year ago
  30. Templar_Dante

    lol at the microsoft apologists lol.
    Tough luck guys, maybe we want to re-inforce a false belief in our privacy. Stil doesnt mean we want a net connected camera in our face 24/7. With night vision to watch what we do in the dark too :P.

    #30 1 year ago
  31. pcbros

    What’s to stop Sony from doing the same with their camera? And like people posted above, you’re constantly giving up personal info over the internet on a daily basis. Should we all shut down our computers and browsers?

    Sony was hacked last generation and our personal info was compromised. Should we all stop using PSN just in case they get hacked again?

    I think this is just another famous, Microsoft bash fest.

    @13 – “Sony arent including a camera and then ‘tempting’ you to keep it plugged in.”

    So are you saying that Sony doesn’t want people to buy their PS Camera? And if they do, they don’t want you to plug it it?

    Either way, I prefer no camera and no consoles. Every day that goes by, I’m more convinced my PS/XB days are over.

    #31 1 year ago

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