P&G Slashes Wasteful Display Ad Budgets Using Eye-Tracking
CPG titan enhances ROI in Europe by up to 25%
Procter & Gamble and eye-tracking firm Sticky (formerly EyeTrackShop) have announced a European-based partnership that will likely expand to other global regions. P&G's Nordic division has evidently been saving substantial cash on display campaigns due to cancelling buys for ads that aren't seen, while trialing Sticky's eye-tracking panel.
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