Lily's Kitchen uses eye-tracking to measure audience attention as a proxy for ad effectiveness, increasing sales by 20% in a test campaign.
Tom Bottomley of Journey Further explains the move towards more privacy-centric, non ID-based targeting and measurement methods like eye-tracking.
Michael Kania of Kepler Group notes the experimental nature of using eye-tracking for measurement, despite seeing merit in the solution.
#third-party-cookies #measurement-methods #marketing-experimentation #privacy-centric-targeting #eye-tracking-technology
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