Digital signage vendor Amscreen has announced that Tesco is to roll out its audience measurement technology OptimEyes in its 450 petrol stations across the UK. The system, uses facial recognition technology to determine a shopper’s gender, age and other basic demographics and is being marketed to retailers as a way of helping them deliver more measured campaigns and provide tailored on-screen advertising to consumers. In the case of Tesco, Amscreen is also working with analytics company Dunnhumby – the business behind the Tesco Clubcard – to provide further customer insight at the point of sale. The deal will see Amscreen offer various other engaging and on-screen content to the audience of five million-plus adults who pass through Tesco petrol stations each week. Amscreen CEO Simon Sugar said: "We're extremely excited to call Tesco a screen network partner. We believe it’s our flexibility, reliability and measurability that has helped us secure this partnership. For potential advertisers, this means we can now offer various digital advertising solutions to reach the sought after Tesco shopper.” Peter Cattell, category director for Tesco petrol stations, added: “The ability to tailor content based on time and location means it can be extremely useful and timely for our customers.”