In the 2002 movie , as lead actor Tom Cruise walks into a mall, his retinas are scanned to identify him, which leads to a series of personalized ads. Peltzman doesn't believe retina scans will be utilized anytime soon, but he clearly sees the rapid approach of advertising connected to users via geolocation, with more one-to-one ads based on who you that arrive via social media networks.

Peltzman said he can imagine using Sonar to send a message to someone via a social network, such as a discount on museum membership.