Sticky’s Biometric Online Eye-Tracking Technology–a Q&A with President Jeff Bander

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Q: How does the Sticky technology work?

Sticky provides the world’s first biometric online eye tracking technology. When consumers turn on their webcam, the camera takes pictures of multiple area of the face creating a large number of triangles. Our patented algorithms are able through triangularization to identify what people see, how long they see it and what they do not see. ​

Q: Is the consumer aware that it is being used?

Yes, they must opt in twice to begin eye tracking.​

Q: Have you run into arguments that it is particularly invasive of privacy?

Not by anyone who has conducted studies or from any respondents. The question is asked often and when we explain the consumer must opt in twice, it becomes a non-issue​.

Q: Is the technology accurate? Have you had controlled studies/tests that measured its accuracy?

Many of our clients have conducted their own studies/tests to validate accuracy. For example, they have asked people to look a an item on the screen or package on a shelf. The eye tracking clearly shows the people looked at what they were asked to view.

Q: How does it impact measures of viewability.

Our hope is that over time we will create what we believe to be a fairer, more transparent currency​ ​for all parties (brands, publishers and agencies ) ​that includes ads that are actually SEEN—as opposed to those that just provide the opportunity to be seen. Right now a viewable ad is defined by IAB as 50% of the pixels being in screen for at least 1 second. We know many “viewable ads”​ are never actually seen. We want brands to be able to buy impressions based on percent SEEN scores. Strong publishers will earn more per impression than weak sites with lower SEEN scores. Viewability is a good start, the next level is SEEN. Our clients have called our SEEN score “Viewability on steroids.”

Q: What are the financial advantages of using the technology to publishers and advertisers?

​Strong publishers will see a greater percentage of the ad buys and the potential for higher cpm’s. Advertisers will know if an ad is performing well or not compared to a normative score for each position they buy–and can accordingly better optimize their campaigns for higher performing positions. Advertisers will also know if the ad did not perform due to poor creative. If a specific publisher has an average SEEN score of 75 and the ad comes back with a 50 the advertiser will know the ad needs new creative.​

Q: Do you think it will reshape how publishers and advertisers set up the physical appearance of a page on desktop and mobile?

​We are already seeing publishers test, and retest, to identify what their consumers se​e in order to make better decisions about what they put on a page and how they monetize their page layouts. We believe strong publishers will do very well when applying the learnings from our platform. They will get more of the ad buy and higher cpm’s. Advertisers will optimize their creative based on what people want to look at and what they respond to.

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