Eye-tracking tool could help show which ads go unseen

04/22/2013 | MediaPost Communications

A new media-tracking technology uses the cameras built into computers and mobile devices to track uses' eye movements, allowing brands to monitor whether they're actually looking at their ads. The technology could change the debate over ad viewability, says Sticky president Jeff Bander. "Viewability is nice, but viewability just means that an ad is within the viewable area of a screen. It doesn't mean a consumer is actually looking at your ad," Bander says.

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