According to a report today from VG 24/7, Microsoft vice president of marketing and strategy Yusuf Mehdi gave a lecture at a national advertisement and marketing conference that allegedly suggested that the company could collect and release marketing data obtained through the Xbox One’s Kinect.
The alleged remarks, originally reported in an article from Advertising Age, contrast those of Microsoft planning and marketing director Albert Penello, who said last week that not a single person at the company was working on how to mine Kinect data from the Xbox One to give to marketers.
According to the Advertising Age article, Mehdi hinted at the possibility of making marketing data from the Xbox One available, but VG 24/7 cautioned about reading too far into the remarks.
"We are trying to bridge some of the world between online and offline," Medhi said. "That's a little bit of a Holy Grail in terms of how you understand the consumer in that 360 degrees of their life.
“We have a pretty unique position at Microsoft because of what we do with digital, as well as more and more with television because of Xbox. It's early days, but we're starting to put that together in more of a unifying way, and hopefully at some point we can start to offer that to advertisers broadly."
However, Medhi clariefied his comments to Ad Age via email, saying Microsoft has no plans to use any data collected by the Kinect for targeting ads or content, and even in the future if they were to do so, it would be at the consent of the user.
Penello championed the same sentiment, saying he was unaware of any projects involving the Kinect and making the data it collects available. He said anyone using the Kinect inappropriately is “something the team takes very seriously.