How much are your eyes worth?

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We are officially one step closer to a Minority Report world. From Psycology Today:

"A British company has developed a small, inexpensive eye tracker that can be attached to store displays or billboards to count how many times they're viewed by passersby. Soon, real-world ads may be sold by the eyeball, just like their online counterparts."

There are several companies working on this technology, including Canada-based Xuuk (See Wired article), who claim to be able to have reached the holy grail of advertising measurement by tracking all the eyes that view a particular roadside billboard while driving by in their car. If it actually works, this could change the way we track and measure outdoor advertising forever.

I wonder if they will be able to track eyes through tinted side windows in cars, sunglasses, or polarized glasses lenses. And are children's eyes, who presumably stare out the windows-and at billboards-more than an adult driver's, worth the same?

Also,does this mean in the future I could get a ticket  for not having my eyes on the road while driving on the freeway?