CLASSIC: Eye tracking and Advertising

Stuff They Don't Want You To Know

iHeartPodcasts

Society & Culture

4.3 • 10.7K Ratings

🗓️ 12 November 2024

⏱️ 76 minutes

🔗️ Recording | iTunes | RSS

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Summary

Ads are ubiquitous on the internet, and even if you use an ad blocker or two, you're bound to see a few things slip through. Luckily, those ads don't really give advertisers any new information about you unless you interact with them... right? Not so fast. Eye tracking technology can glean an enormous amount about your attention, as well as your reactions to a given image or piece of language, just by watching how you watch, gaze or glance at an ad. So how much can they learn, exactly? Does eye tracking allow companies to, in some sense, read your thoughts? Strap in for the answers to these questions and more in tonight's Classic episode.

They don't want you to read our book.: https://static.macmillan.com/static/fib/stuff-you-should-read/

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Transcript

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0:00.0	Fellow conspiracy realists, welcome to tonight's classic episode.
0:04.1	What are you looking at?
0:05.0	Statistically, you're looking at your phone and you're hearing this while you're doing something else.
0:09.4	What did you look at?
0:10.2	Did you look at the top right corner of your phone?
0:12.3	Did you look at the bottom left?
0:13.7	Did you buy that thing that the Instagram ad told you to?
0:16.6	I did.
0:17.5	It was not a very good product. When the pop-up ad occurred, how long did it take your eyes to move down to that ad and then move away?
0:25.8	When your Instagram or your TikTok algorithm pops up and you get the whole cornucopia of little bits,
0:35.0	which one do you stare at? It doesn't even matter if you click.
0:38.7	Oh, how long did you look at that lady bouncing around?
0:42.1	I bet it was too long.
0:44.1	Bouncing around.
0:44.9	What are you watching?
0:46.0	What are you looking out on the internet?
0:48.2	Trampoline stuff, of course.
0:50.1	Yeah, the guy buys so many trampolines.
0:54.1	Yeah, you got to have the context.
0:55.9	Folks, this is a favorite of ours.
0:57.8	Ads are ubiquitous on the internet.
1:00.5	They're the Achilles heel of many internet businesses, including podcasts.
	...

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