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.