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According to a recent patent for XBox One’s Kinect, the tech may be utilized to measure viewing behaviors and monitor user engagement. This use case could be powerful for ad tracking and can also be leveraged to reward users for ad views. We’ve seen third party developers utilize Kinect for Out-of-Home measurement, but this would mark the first time Microsoft would be bringing it to the millions of Xbox homes on their platform. Privacy concerns abound however, so expect some backlash if they do decide to implement the tech.