by: Michael Depp | Net News Check

Publishers looking to prove that eyeballs really are glued to their online ads and pre-roll may have a new metric to make their case. Eye tracking technology, once a cost-prohibitive tool for only the largest media players, is scaling down for local.

New York-based EyeTrackShop is putting a new spin on the decades-old technology, which makes a heat map of a user’s retinal movements, capturing when, where and for how long the eyes land on what is in front of them.