Madvertise uses eye tracking to measure how long people look at ads

Wednesday 13 September 2017 | 16:36 CET | News
Mobile advertising service provider Madvertise has launched Madvertise Eye Tracking, which it calls the first system to use eye tracking to measure how long mobile internet users stay on an ad. The system will be presented at DMEXCO on 13-14 September in Cologne but is already  available. 

With the system, the visibility of advertising campaigns will no longer be measured by the rate displayed on the screen. This method carried no guarantee the viewer had actually focused on the ad or if the viewer was human, and not a robot. Half of the ads measured in the traditional way were viewed by robots, and not humans. This cost the industry an estimated USD 7.2 billion in 2016, worldwide. 

Madvertise noted that the new eye tracking method is totally transparent. The technology used analyses eye movement through the smartphone’s camera, measuring how much attention was put on the ad. Madvenir said the technology respects data confidentiality and requires no video, audio, or any other type of recording. This means they cannot be used to identify users. Mobile internet users also have to first opt in: only those who accept will be measured using eye tracking.

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