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New Eye Tracking Could Enable New Billboard Advertising

An accidental breakthrough in a Stockholm laboratory 15 years ago could reap a fortune for the engineers who made it -- as long as they can win over some of the most demanding consumers: video gamers. Since John Elvesjo noticed a sensor tracking his eye movements in a lab experiment, the technology he developed with Henrik Eskilsson and Marten Skogo has helped disabled people use a computer by identifying where they are looking on the screen. The system uses invisible infra-red light to illuminate the eyes. Camera sensors capture the reflection off the retina and cornea to gauge where the eye is, and where it is looking.

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