Wal-Mart CEO touts 'invisible' barcode on Instagram

An Instagram post by Wal-Mart's chief executive sent shares in Beaverton-based Digimarc soaring Tuesday. Monday's post from Wal-Mart CEO Doug McMillon describes a photo "Inside Walmart's Lab 415-C," where a bag of potato chips pass over what appears to be a standard grocery store barcode scanner. But McMillon says it is "invisible watermarking," which "could transform the way our customers check out." Digimarc has been developing digital watermarking technology for years and CEO Bruce Davis said his company had already said publicly it was talking with Wal-Mart. Now it has visual evidence – plus a huge endorsement.