Conde Nast Eyes Eye-Tracking

What You should Have Read, April 24, 2008

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Conde Nast Eyes Eye-Tracking
Folio today writes that Conde Nast has partnered with an eye-tracking service provider, MediaAnalyzer, to analyze the effectiveness of its clients' ads, especially for its long-term advertisers. MediaAnalyzer's technology does away with clunky head gear and requires only a computer screen: MediaAnalyzer's Web-based "AttentionTracking" technology tracks the path of eye movement while a print or online ad is being viewed. This, combined with a questionnaire, allows MediaAnalyzer to quantify the ads that leave the most lasting impressions. Or attempt to, anyway. Right now, Conde Nast is MediaAnalyzer's only magazine client.
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