Expansion Funds for Eye Tracking Specialist Sticky

Sticky, which uses web-cam based eye tracking technology to measure ad effectiveness, has raised $5m in Series A funding. The latest investment will be used to expand the firm's sales and technology teams, and enhance its products for the digital and advertising marketplace.

The New York-based firm, which was previously known as EyeTrackShop, was initially funded by and spun out of Tobii Technologies in 2009. Its platform measures whether ads are actually seen or not, and is capable of tracking an entire ad campaign through a dashboard interface.

New funding was led by Dawn Capital, with participation from previous investors Northzone and Conor. CEO Hans Lee (pictured) comments: 'This raise will enable Sticky to drive our products into the digital advertising marketplace that is demanding better ways to get more real people to pay attention.'

Web site: www.sticky.ad .