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. 

@Chris_Heine Christopher Heine is a New York-based editor and writer.