'As you scan the face on that giant billboard, it may just be scanning your face right back.

Increasingly sophisticated digital facial-recognition technology is opening new possibilities in business, marketing, advertising and law enforcement while exacerbating fears about the loss of privacy and the violation of civil liberties.

Businesses foresee a day when signs and billboards with face-recognition technology can instantly scan your face and track what other ads you’ve seen recently, adjust their message to your tastes and buying history and even track your birthday or recent home purchase.'

Read more: Billboard Ads Will Use Facial Recognition Technology