How RealEye and Neurons Developed a Unique Technology for Scaling Online Ad Testing

About Neurons

Neurons is the world’s leading consumer neuroscience company. Since 2013, Neurons has worked with Fortune-500 companies such as Google, Coca-Cola, Mercedes, Capital One, and Ikea to optimize every part of their customer journey, including advertising, retail, user experience, innovation, tech, and beyond. Neurons offers a suite of neuroscience products that comprise Predict, a consumer behavior prediction AI tool, and Explore, a continuous discovery solution for testing the commercial performance of assets with real user data. Neurons’ tools assess and measure the attention, emotional resonance, cognition, and memory that any asset exacts in any digital context. 


When scaling their online advertising testing tool Explore, one challenge Neurons faced was the collection of high-quality, scalable eye-tracking data, crucial for extensive online advertisement testing

Traditional eye-tracking methods require expensive equipment, trained personnel, and physical labs, which significantly limits the sample size and opportunity for fast turnarounds.

Integrating scalable eye-tracking into Explore seemed essential for providing clients with a more comprehensive and convenient method for creative evaluation, placement analysis, and measuring ad impact. 

"When Neurons approached us with their challenge, they were well-prepared, with a solid understanding of the technical aspects. They had carefully considered both the potential and the limitations. What really made the collaboration effective was the excellent teamwork between our tech departments. Their thorough groundwork and our combined technical insights ensured the project's success" , said Adam Cellary, CEO of RealEye.


Neurons discovered RealEye, an online research platform employing webcam-based eye-tracking technology to monitor participant gaze. In collaboration, RealEye and Neurons developed an initial concept into a bespoke plugin for Neurons' Explore solution. 

The goal was to test ads placements without interacting with the customers’ live website. The challenge in testing websites at scale (and aggregating the results) is the wide range of testing devices that test participants can use during the study (they can participate from smartphones, laptops, or tablets) and aggregate the data for all of them in a single place. The solution was to allow testing of HTML-based mockups that look exactly like end-customers' websites with a dedicated SDK. This set of tools would map desired areas into Areas Of Interest (AOIs) for eye-tracking and merge the data between all the devices “on the go” while automatically observing the HTML document.

This plugin empowered Neurons to gather eye-tracking data using any webcam through a web browser, facilitating the conduct of eye-tracking studies in online or advertising contexts, including the testing of social media, websites, and apps.

“RealEye and Neurons have collaboratively crafted a custom plugin for Neurons' in-context ad testing solution. This innovation with the implementation of the capabilities of RealEye allows Neurons to collect eye-tracking data on a large scale from the global market. Utilizing the Neurons Explore in-context testing solution, it's now feasible to effectively measure ad attention across a variety of major social and digital platforms. This partnership has significantly strengthened the capabilities of Neurons' Explore solution, transforming it into an even more powerful tool for market insights and enabling rapid, efficient market research delivery .” - said Niclas Debois, Head of Project Management Office at Neurons

The RealEye plugin enhances Neurons' existing capabilities in analyzing emotions and motivations, by adding a crucial dimension of attention tracking. This enables Neurons to offer their clients a more complete solution for in-context ad testing, providing deeper insights into the full spectrum of consumer responses, including their emotional, motivational, and now, attentional engagement with advertisements  

Want to have your ad creatives or placements tested?
Or want to try the leading predictive eye-tracking AI?
Connect with Neurons at:

Want to create a custom solution for your case with RealEye?
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Trusted by freelancers, small to big companies, students, and universities.

"It’s been a pleasure working with RealEye. Their customer service is prompt, valuable, and always friendly. The quick turnarounds on custom development requests are the most impressive. The RealEye team delivers great tailored solutions. Thank you for being a wonderful partner!"

Sam Albert
Chief Digital Officer

"I'm really impressed with what Adam has created with RealEye. It's astounding how easy and fast it is to track and report on eye movement for a page or design."

David Darmanin

"Webcam-based eye-tracking has vast potential within market research and RealEye made a great effort customizing their solutions to our needs. We succeeded in having live online interviews with eye-tracking included and we look forward to build on this pilot study to take further advantage of this solution in future research."

Stefan Papadakis
Insight Consultant, IPSOS

Frequently Asked Questions

How accurate are the eye-tracking results?

RealEye studies are proven to be around 110 px accurate. This allows analyzing users interaction on a website with precision reaching the size of a single button.We predict the gaze point with frequency up to 60 Hz.For in-depth analysis of webcam eye-tracking accuracy check the following articles:

How does online webcam eye-tracking work?

Webcam eye-tracking is an innovative method that predicts a person's gaze point.We use the computing power of regular PC/laptop to run AI (Deep neural network) that analyzes images coming from a webcam. The AI detects a panelist's face, pupils and predicts a gaze point.All of this is performed entirely in a web browser in real-time. Thanks to this, panelists do not have to worry about their privacy. We do not send any image or sound to our servers. We only store the gaze point predictions from our AI, in the form of basic text data similar to "Timestamp: 10, GazePointX: 200, GazePointY: 330".

You can read more about eye-tracking here .

If I'm not satisfied with results - can I get a refund?

Unfortunately, due to how our system works, we don't offer refunds. This is why we've created a 7-day free trial so you can see if our services fit your needs.

What’s the difference between own and RealEye panelists?

Your own participant is any person that you’ll invite using a participation link to your study. RealEye participant is a randomly picked person from our network of panelists from all over the world - mainly from the UK and the US. They can be hired to participate in the eye-tracking study, but not to participate in any external tool (eg. survey).

Note: RealEye participants can't take part in a 'Live Website' studies and studies longer than 10 minutes. Read more about the limitations here

Can I get more participants?

You can get additional participants at any time you need it. This will increase your limit in the current billing period only. Each additional slot for an own participant costs $1.2. Hiring Realeye participants is only $10 each.

When you order RealEye panelists, we make sure to provide the highest quality results. All recordings are checked by us to make sure that you get results with an accuracy of fewer than 175 pixels and at least a 20 Hz sampling rate. Assuring high-quality results usually requires us to pay for and check more panelists than you've requested, but we take that cost on us - so you pay only for the best results.

What equipment or setup does RealEye require?

Can I export the data to CSV (or any other format)?

Yes, you can download the data collected during the study as a CSV file. For more details please refer to

Also, you can download each AOI CSV file.

If there’s any data that you would like the CSV file to include, please contact us and we’ll provide any additional data.

Can I integrate RealEye with other tools?

You can easily integrate the RealEye tool with external tools (eg. surveys), but also compare the results obtained from other tools using our CSV file (i.e. by the timestamp).

What does "non-commercial use" mean?

You can use RealEye for any kind of projects but you can't charge any money for its results or insights. Some plans are made strictly for educational use only for Universities and Schools.

Thesis and scientific articles are allowed. If you need more details please contact us.

For commercial use please subscribe to a License allowing it.