Kantar Debuts New Gaze Tools for Attention Measurement
Nov. 14, 2023 | By MrWeb
Kantar has launched a proprietary attention framework, which uses facial coding and new gaze monitoring components to give advertisers measures of both active and passive attention, and uncover how well ad content captures the attention of viewers on a second-by-second basis.
Chief Product Officer Ted Prince (pictured) comments: 'The race for attention is one of the defining challenges of our time for modern marketers. How to capture the attention of viewers amid myriad distractions is something that keeps many awake at night. At Kantar we are using the latest technology in combination with our decades of expertise to tackle these thorny questions'.