We have discussed in class how it can be quite challenging for marketers today to effectively and accurately measure advertising performance and business impact. Moviepass, a subscription-based movie ticketing service that went bankrupt two years ago, is re-emerging with an ad service that tracks subscriber's eye movements to ensure they are watching the ads. This is a requirement for subscribers who would like to receive free movies in exchange for watching the ads.
Clearly, this provides advertisers a foolproof way to validate viewership of their ads as there is nothing better than tracking actual eye movement to determine whether the ad was viewed or not. The software even knows to pause the ad when the viewer looks away and resumes only once he returns. However, as a customer, I cringed at the thought of someone tracking my eyeballs so they can use the data for their own purposes. I think this may be too much of a price to get a free movie. I would be keen to see how this would be received by the public and if many people would actually subscribe to the service.
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