Last summer, Tobbi, an eye-tracking research firm, announced that it could track user’s gazes inside VR environments.

The Sweden-based company recently unveiled Tobii Pro Lab VR 360, extending eye-tracking to 360-degree videos.

While VR environments are generated on-the-fly as 3D worlds, with each user having a different experience tailored to her responses, a 360-degree video is previously recorded and always presents the same experience for all viewers.

[Read the full article on MarTech Today.]

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