Confirmed: Intel Acquired Digital Signage Company CognoVision

Intel has just bought Toronto-based digital signage company CognoVision. According to a report on the Daily Dooh, the acquisition price is around $17 million. We’ve also heard a credible rumor that the deal was worth north of $25 million. We reached co-founder and director of business development Haroon Mirza on the phone who refused to comment on the report. UPDATE: Intel has confirmed that it has acquired CognoVision. Terms of the deal, which closed in September, are not being disclosed.

A spokeswoman for Intel told TechCrunch that the acquisition is part of Intel’s ongoing development of its digital signage strategy. CognoVision’s digital signage offerings go beyond just providing compelling displays for marketing purposes. CognoVision’s computer vision technology provides customers with analytics and intelligence around customer interaction with displays, including data on the number of people who look at displays; how long people look for; the number of people who walk by; how long people stay near displays; and anonymous semographics of the display’s audience (gender and age bracket).

Intel and CognoVision actually have an existing relationship. Cognovision has partnered with Intel to show how processors are used in Digital Signage applications.

If Intel did pay $17 million for CognoVision, that price is a drop in the bucket for the company. Intel recently acquired smartphone chipmaker Infineon for $1.4 billion and McAfee for nearly $8 billion.