A large digital billboard in Piccadilly Circus now uses Recognition Technology to deliver targeted adverts based on the make of passing vehicles, the gender and age of passers-by and even the weather. The digital billboard is a very large curved LED display with a more than 4K resolution that wraps around the windowless facade of the building. Secreted away within this display are built-in cameras and sensors that deliver targeted and responsive ads. Brands pre-program triggers so that specific adverts are played and are large enough so they won’t be missed. Named Piccadilly Lights by the company that owns it, Landsec. Some piece of mind is that no personal data is collected or stored by Landsec, which is the new brand for Land Securites. Are cities destined to be perpetually surrounded by these super-sized targeted advertisements? Who knows.