Sticky (formerly EyeTrackShop) builds eye-tracking analytics that let advertisers test ad placements and publishers see which page elements capture reader attention. The company spun out of Tobii Technologies in 2009 and has shifted from market-research services to a self-serve product model. Customers named in the coverage include AOL, ad startups TripleLift and Sublime Skinz. CEO Hans Lee said the company aims to be the "human engagement tool of choice" for brands and publishers. Sticky’s tools are used to go beyond standard viewability metrics and determine whether ads are actually seen. Financially, Sticky announced a $5 million Series A and has now raised $11 million in total. Sticky, a rebrand of EyeTrackShop spun out of Tobii Technologies, offers webcam-based eye-tracking to measure ad effectiveness. The platform determines not just whether an ad was served and rendered but whether consumers actually saw it, and provides a dashboard showing an ad's impact and the cost to reach 1,000 pairs of eyes. Advertisers can use Sticky's data to allocate spend toward formats getting the most attention and to design campaigns that front-load high-impact placements before moving to lower CPV sites for reinforcement. The company says its advertisers include P&G, L’Oreal, McDonald’s, and GroupM. Sticky raised $3 million in new funding from Northzone and Conor Venture Partners, after EyeTrackShop raised $3 million last year from Northzone. Founder and CEO Mathias Plank said the company's mission is to "help clean up the digital wasteland of advertising."

Total raised

$8M

Funding rounds

2

Latest round

Series A

Latest activity

Apr 2015