Another use case that I've seen talked about when it comes to eye-tracking technology is as it relates to the ad industry (it's always the freakin ad industry..

Another use case that I've seen talked about when it comes to eye-tracking technology is as it relates to the ad industry (it's always the freakin ad industry...). Eye-tracking is another way to detect what you're paying attention to. Currently, a lot of the ad business depends on measuring impressions, but they do so with heuristics. Eye-tracking can actually tell you if a user is looking at something vs pretending they do.