One major area where we are seeing marketers and some adtech vendors
making a huge mistake is placing value in metrics based on how people
maneuver their cursors while browsing a web page. Although conventional
wisdom suggests that someone is likely to be looking at an ad if their
mouse is hovering over it, recent research suggests this is not the
case.
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Much of the trust our industry places in hover rates and heat maps dates back to a 2001 study conducted
at Carnegie Mellon University, which suggested a “strong relationship”
between a person’s cursor location and where they were looking on the
page. As a result, the authors concluded, companies could use
mouse-tracking as an inexpensive alternative to eye-tracking systems.
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Only 10 percent exhibited a relationship between their eye gaze and their vertical mouse movements.
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Fraudsters have in recent years found ways to game the system by
programming bots to wiggle a virtual mouse over the area where an ad is
supposed to appear, thus fooling measurement vendors into thinking a
real person saw the impression in question.
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