Sticky Raises $3 Million To Improve Ad Accountability With Eye Tracking
Sticky, a startup that uses eye-tracking technology to measure ad effectiveness, has raised $3 million in new funding.
The company is a rebranding of EyeTrackShop, a webcam-based eyetracking service spun out of Tobii Technologies. The big selling point is the ability to determine if consumers actually see ads served on their screens.
Sticky says customers have access to a dashboard showing an ad’s impact and the actual cost needed to reach 1,000 pairs of eyes. The service helps advertisers put their money toward only the most effective ad formats. The company suggests that is can help advertisers develop campaigns to make a big impact at the beginning, then mode to lower CPV sites to reinforce the message.
“Our mission is to help clean up the digital wasteland of advertising,” said founder and CEO Mathias Plank in a press release.
Sticky advertisers currently include P&G, L’Oreal, McDonald’s, and GroupM.