P&G Slashes Wasteful Display Ad Budgets Using Eye-Tracking

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.