Digital analytics startup company Monolith has launched pattern-recognition software that is capable of telling its owner which of a series of ads gains the most attention by potential customers in a given area, in the real world.

The software uses facial-recognition technology that can track eye movements, facial expression and gender of customers and will gather data about shopper behavior in retail stores. Monolith plans to attain most of its data from outdoor advertising, and intends to make what people watch on TV, and how they view billboards and placements in retail settings available for companies.

The product presentation was made at The Next Web Conference, in Europe, in which Monolith CEO and co-founder, Martin Birač, promised to address shopper’s privacy concerns by not allowing identification of exactly who the shopper is.

The hardware, which can receive upgrades over the air, is capable of communicating which one out of a series of ads gains the most attention by potential customers in a given area.

Co-founders Martin Birač and Tomislav Fistrić started Monolith after deciding to explore the potential of Microsoft’s Kinect accessory for the Xbox 360. The company has won multiple start-up awards and is set to work with Nike and Johnson&Johnson.