Next-gen ad targeting? The eyes have it

05/9/2013 | VentureBeat

Marketers are starting to test eye-tracking software that could one day become part of the regular online advertising tool kit, writes Tarun Wadhwa. The aim would be to use eye tracking to figure out precisely which ads people attend to, and perhaps also to serve up contextual ads in real time based on the specific areas of Web pages that they're viewing or reading. "For advertisers, this is a goldmine," Wadhwa writes.

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