Tobii acquires Sticky, a leading solution provider for market research studies based on webcam eye tracking.

Finland Sweden Exit 17 May 2017
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Tobii, a Stockholm, Sweden-based eye tracking technology provider, announced that it has acquired the assets of Sticky, a company that provides a cloud-based product enabling large-scale market research studies using webcam eye tracking.

Sticky will be integrated with the business unit Tobii Pro, the global leader in eye-tracking research solutions.

Tobii Technology, a publicly-listed company led by CEO Henrik Eskilsson, provides hardware and software solutions for eye tracking; a technology that enables one to detect eye orientation, and thus the object of the gaze.

Sticky, established in 2009 by Mathias Plank, is an online, biometric eye-tracking analytics company that helps publishers, advertisers and agencies make more money by knowing exactly what is seen and not seen in all their communication.

The company is headquartered in San Francisco with offices in New York and Stockholm and employs 15 people. Sales for 2016 were approximately USD 1.5 million (approximately SEK 13 million) with an EBIT of USD -2.8 million (approximately SEK -25 million).

Sticky was backed by financial companies including Conor Venture Partners, Dawn Capital and Northzone. Prior to the transaction, Tobii was also a minority shareholder in Sticky.