What we look at when we look at ads

07/27/2009 | NYTimes.com

Researchers at a Walt Disney Company facility in Austin, Texas, collect biometric data from test subjects as they look at online content to detect whether their eyes move to look at ad banners and how their reaction to ads plays out in terms of temperature, facial expression, heart rate and other factors. The work is designed to provide advertisers with a way of quantifying the effectiveness of online ads beyond the click-through measure.

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