Procter & Gamble Aims To Make Advertising More Cost-Effective

Procter & Gamble Co. enlisted media technology provider Sticky Inc. to help the consumer goods company measure how many people view its digital ads. Sticky's technology involves using consumers' eye movements to determine which ads they have viewed, according to its Website. P&G's partnership with Sticky is part of its efforts to make its advertising more cost-effective and reallocate advertising money from TV to digital. Cost-cutting efforts of the company include taking advantage of free advertising on social media sites.