Madvertise (ISIN code: FR0010812230, ticker: ALMNG), the French ad tech company specializing in mobile advertising, is launching the first solution with the capacity to measure how much attention mobile internet users pay to advertisements. Already available to clients, Madvertise Eye Tracking will be presented in an exclusive preview at the dmexco conference in Cologne from September 13-14, 2017.
Until now, advertisers have mainly tracked viewability by the number of times an ad is shown on a screen; but this does not determine if the ad was actually seen – or whether the viewer was a human or a bot. More than half of digital advertisement impressions are fraudulent, coming from bots rather than humans. This means that one in two ads is not actually viewed by a human, which represents a significant loss of profit for advertisers, estimated at 7.2 billion dollars worldwide for 2016.
Madvertise Eye Tracking is a breakthrough in this area. The result of two years of research, it is a one-of-a-kind and totally transparent solution for advertisers, allowing them to precisely measure the percentage of mobile internet users who actually view the advert. The 100% mobile tool uses completely unique, cutting-edge technology that analyzes mobile users’ eye movements via the front-facing camera on their smartphone to measure the attention paid to the advert.
It is in line with data confidentiality standards, meaning that no video, audio or other recording takes place, and that the data collected cannot be used to identify the user. Furthermore, the eye tracking technology would only be used for mobile users who opt in, thus authorizing access to their phone’s camera for this purpose.
Najet Benoist-Lucy, Chief Executive Officer of Madvertise Media France, said: “This new proprietary tool goes one step further in audience measurement, providing a solution to one of the main challenges faced by advertisers. Following the launch of Madvertise Audience Targeting last May, Madvertise has once again demonstrated its capacity for innovation in developing proprietary, high value-added breakthrough technologies.”
 ‘The Bot Baseline: Fraud in Digital Advertising’ report by the Association of National Advertisers (ANA) and White Ops in 2016