In the future, every display will be a custom display. Where what I see isn't necessarily what you see. Well, it appears that a business called Misapplied Sciences is leading the way.
Working with Delta Airlines, they are creating customized displays for travelers at Detroit Metropolitan Airport (see link). While this technology could be privacy intrusive, they are not using biometrics to pull this off. Rather, they are tracking zones around people when a person opts into this customized display.