What Sticky's software sees through panel members' webcams.

What Sticky’s software sees through panel members’ webcams.

Eye-tracking pioneer Tobii Group has acquired webcam eye-tracker Sticky, of which it previously owned a minority share. Deal terms were not made public.

The new combo, Tobii Pro President Tom Englund told me, provides a broader solution for brands and agencies, some of whom are now using eye-tracking on a regular basis to determine user attention, ad recall, emotional feedback and other responses to ad campaigns.

The Sweden-based Tobii focuses on specialized hardware employing custom glasses or adapted monitors, which are used primarily in labs for intensive studies.

[Read the full article on MarTech Today.]

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