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The ATOM project aims to improve the efficiency of the advertising market by utilizing eye-tracking technology to measure ad visibility and audience engagement. This innovation seeks to transform how advertisers assess value and optimize their campaigns.
In the 19th century John Wanamaker quipped that “half the money I spend on advertising is wasted; the trouble is I don’t know which half”.
For advertisers in the 21st century the situation has become much worse; up to 98% of click-throughs may actually be from “bots” rather than real people, and only 44% of page impressions even appear on people’s screens.
As a result, the €500m global advertising market is highly inefficient; advertisers are buying blindfold and publishers of genuinely engaging…
LUMEN RESEARCH LIMITED
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