MADISON, Wis -- Over this Memorial Day weekend, many drivers will likely face delays.

But a Madison company is using technology to estimate travel times for motorists.

TrafficCast is using Bluetooth headsets and cell phones to give drivers a better idea of their arrival times.

"It's a very innovative way to track travel times on an expressway," said Nick Kiernan, of TrafficCast.

The company is helping Chicagoans estimate their arrival times.

"Chicago is all about travel times, as you see on the overhead signs, and when they do the resurfacing, they dig up all the sensors underneath the road, and they needed a way to replace that," Kiernan said.

With the Eisenhower Expressway ripped up for repair and resurfacing, the company has installed sensors that collect data at two points, then a computer does the math.

"What it does is it detects Bluetooth signals that come out of cars for hands-free calling or iPod connection to the stereo," Kiernan said.

Fixing Interstate 290 is a high profile project, which Kiernan said only means good things for the company in Madison.

"They elected to go with Bluetooth because of its flexibility to install and how we could deliver it so quickly," Kiernan said.

TrafficCast said no one's privacy is at risk because the data sent out by Bluetooth only tells them what kind of phone a person has -- and nothing more personal than that.

The Wisconsin Department of Transportation has used the technology to track what happens in work zones and to help mitigate congestion.

It's cheaper than the traditional road sensors that will be re-installed in I-290 when they're done, but it might stay permanently in some places, WISC-TV reported.