Eye-tracker Tobii acquires fellow eye-tracker Sticky

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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.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


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