Proctor & Gamble (P&G) has announced a European-based partnership with eye-tracking firm Sticky. The company has been trialing the eye-tracking service and making decisions to cancel ads based on those that aren’t getting seen, Adweek reports. “Applying Sticky’s tracking to our digital media campaigns will help us to optimize and increase our ROI on digital marketing investments in some campaigns up to 25 percent,” said P&G’s head of digital. Sticky uses webcams to record eye movements from page to page.
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