EyeTrackShop Launches 'Actual Views' Measure

Swedish firm EyeTrackShop has launched a new solution called realCPM, which attempts to measure the actual number of people who view an ad.

EyeTrackShop, which recently closed a $3m funding round, has developed a biometric eye tracking solution in partnership with fellow Swedish eye tracking specialist Tobii Technology. This solution enables users to capture eye movements from a regular webcam and carry out studies on several markets in different countries at the same time.

The firm's latest technology helps advertisers and agencies audit their online branding campaigns, and break down the results for different sites and ad placements.

The existing CPM (Cost Per Mile) is an online measurement benchmark which estimates the cost per thousand 'views' of an ad, and the new realCPM service claims to refine the concept of 'views' within this. Each month, EyeTrackShop performs a longitudinal tracking study of the major sites with hundreds of respondents; collects the official gross CPM from these sites; and then calculates the realCPM based on these figures.

CEO Mathias Plank (pictured) explains: 'With realCPM, agencies will finally have the opportunity to take all of the guesswork out of ad placements by referring to visual results and analyses conducted by global online panels whose gazes are tracked through webcam-equipped computers. This sort of performance measurement will allow companies to put a real time price tag on their ads.'

Web site: www.eyetrackshop.com .