Abstract: A gate extension and retraction apparatus includes a housing, a digital display device, at least one extension arm coupled to the housing and to the digital display device, and an analytical unit comprising a controller, the analytical unit coupled to the digital display device and the controller coupled to the extension arm. The analytical unit includes logic to operate environmental sensors to identify demographic attributes of a proximate person to the digital display device and to locate digital content associated with the demographic attributes and to cause display of the digital content on the digital display device.