Copyright Tobii Technology, Inc. Some examples in mr 5/5/2019 Copyright Tobii Technology, Inc.

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Copyright Tobii Technology AB Biometrics Electrocardiogram (ECG/EKG) – Cardiovascular activity Electrodermal activity (EDA) – Skin conductance level(SCL) Respiration – Respiratory rate; Respiratory Sinus Pupil indices – pupil dilation and blink rate Electrogastrogram (EGG) – Gastrointestinal response Electromyography (EMG) – Facial Electromyography (FEMG) Electroencephalography (EEG) – Brainwave Positron Emission Tomography (PET 5/5/2019 Copyright Tobii Technology AB

Copyright Tobii Technology AB ARF Review Innerscope research 5/5/2019 Copyright Tobii Technology AB

Copyright Tobii Technology AB 5/5/2019 Copyright Tobii Technology AB

Esomar 2009 MTV Gaming Study Casual gaming commands 95% - 99% focused attention of the player Video pre-roll ads are significantly more effective when they are placed in front of action, instead of cognitive, games. : ESOMAR 2009 Inspiring change Innovative methods and integrated advertising 5/5/2019 Copyright Tobii Technology AB

Copyright Tobii Technology AB Inner ESOMAR 2009 Inspiring change Innovative methods and integrated advertising 5/5/2019 Copyright Tobii Technology AB

Copyright Tobii Technology AB Electrocardiogram (ECG/EKG) – Cardiovascular activity • Electrodermal activity (EDA) – Skin conductance level (SCL) • Respiration – Respiratory rate; Respiratory Sinus • Pupil indices – pupil dilation and blink rate • Electrogastrogram (EGG) – Gastrointestinal response • Electromyography (EMG) – Facial Electromyography (FEMG) * • Electroencephalography (EEG) – Brainwave • Positron Emission Tomography (PET) emsense 5/5/2019 Copyright Tobii Technology AB

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Copyright Tobii Technology, Inc. Next up! How eye trackers work 5/5/2019 Copyright Tobii Technology, Inc.

Eye tracking: The early days You might be surprised to learn that eye tracking has been around for over 100 years. In the early days, eye tracking was a complicated endeavor used primarily by psychologists and physiologists. Do you think the mom’s and kids in your groups would sit for something like this? 5/5/2019 Copyright Tobii Technology, Inc.

Tobii eye tracking advancements Plug and play Non-intrusive Robust and reliable Works with glasses and contacts Well, fortunately with Tobii Technology, they don’t have to. TOBII has made eye tracking PRACTICAL and ACCESSIBLE with Plug and play SETUP and OPERATION NON-INTRUSIVE design - No chin rests, bite bars, head restraints ROBUST OPERATION in a system that tolerates head movement, blinks, some interference (like from a raised hand) Accuracy or bias error = the difference between the measured point and the actual gaze point. Accuracy varies depending on lighting, calibration and the eye characteristics. Spatial resolution or noise = The frame-to-frame variations of the measured gaze point Long-term drift = the deterioration of a calibration that occurs over time. Caused by changes in the characteristics of the eyes. Head movement compensation error = Occur when a person moves the head. Compensated in Tobii eye-trackers. 5/5/2019 Copyright Tobii Technology, Inc.

Shallow dive into the technology 5/5/2019 Copyright Tobii Technology, Inc.

Pupil Centered Corneal Reflection 5/5/2019 Copyright Tobii Technology, Inc.

Copyright Tobii Technology, Inc. Dark Pupil Effect Caucasian Asian Off-axis Dark Pupil Reflection 5/5/2019 Copyright Tobii Technology, Inc.

Copyright Tobii Technology, Inc. Bright Pupil Effect Caucasian Asian On-axis Bright Pupil For LARGE pupils, BP is as good as DP But for SMALL pupils, BP poor due to coaxiality Reflection 5/5/2019 Copyright Tobii Technology, Inc.

The right eye tracker “4U” Next up! The right eye tracker “4U” 5/5/2019 Copyright Tobii Technology, Inc.

Integrated systems – T-Series Fully self-contained testing station Familiar, natural usage Fast & easy setup/takedown Easy to transport Web, documents, apps, simulations 5/5/2019 Copyright Tobii Technology, Inc.

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Modular systems – X-Series Eye tracker only Flexible configurations Demanding setup process 3-D environments and virtual reality 5/5/2019 Copyright Tobii Technology, Inc.

Copyright Tobii Technology, Inc. The X-Monitor Mount 5/5/2019 Copyright Tobii Technology, Inc.

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Head-mounted - Glasses Eye tracker embedded in glasses Quick setup and use Free roam any environment In-store and more, sky’s the limit! 5/5/2019 Copyright Tobii Technology, Inc.

Copyright Tobii Technology, Inc. Thank you!! 5/5/2019 Copyright Tobii Technology, Inc.