Cross-Media Audience & Attention Measurement
Smart Eye vs Tobii
Structured technology and market comparison · 2026
Direct Feature Comparison
Smart Eye · vs · Tobii| Attribute | SMSmart Eye | TOTobii |
|---|---|---|
| Market Cluster / Sector | Cross-Media Audience & Attention Measurement | Cross-Media Audience & Attention Measurement |
| Business Model / Role | MarTech Vendor | AdTech Vendor · Data Provider / Broker |
| Platform Focus | Human behaviour sensing software for vehicles and research environments. | Eye-tracking software and licensing for automotive, XR and research markets. |
| Company Size | 201–500 employees | 501–1,000 employees |
| Headquarters | Sweden | Sweden |
| Year Founded | 1999 | 2001 |
| Dossier & Alternatives |
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Comparison Analysis
What is the main difference between Smart Eye and Tobii?
Smart Eye anchors its enterprise value in safety-critical automotive DMS and advanced behavioral research software, targeting OEMs and scientific institutions. Conversely, Tobii pursues a broader ecosystem strategy spanning XR, consumer electronics, and scientific research through proprietary attention-computing SDKs. While Smart Eye dominates vehicle program integrations, Tobii leverages a diversified hardware-agnostic licensing model across emerging immersive computing markets.
How do the features of Smart Eye and Tobii compare?
Both entities deliver high-precision computer vision and gaze-tracking software, yet their technical executions diverge. Smart Eye optimizes robust, embedded algorithms for strict automotive safety compliance and driver monitoring standards. Tobii emphasizes versatile, cross-platform attention computing, prioritizing developer flexibility, spatial computing integrations, and comprehensive biometric data aggregation for commercial research environments and extended reality deployments.
What are the top alternatives to Smart Eye and Tobii?
When evaluating Smart Eye and Tobii, enterprise buyers also consider other platforms in Measurement & Analytics Platform. You can discover the full competitive landscape and evaluate other alternatives by viewing their respective footprint profiles on Polaris7.
How do the corporate scale, structure, and headquarters of Smart Eye and Tobii compare?
Smart Eye is headquartered in Sweden (founded in 1999) with 201–500 employees. Tobii is based in Sweden (founded in 2001) with 501–1,000 employees. Complete ownership, subsidiary trees, and corporate affiliations are documented across Polaris7.
Market Signals
Recent Market Signals & Activity: Smart Eye vs Tobii
Documented market movements, strategic partnerships, product releases, and regulatory developments mapped across Polaris7.
Smart Eye
Recent Signals
- ·Smart EyeProduct & Platform Launch
Smart Eye Unveils World-First Multimodal Automotive AI Agent Combining Human, Vehicle and Environmental Context
Smart Eye announces a world-first multimodal automotive AI agent that combines human, vehicle, and environmental context, marking a significant product innovation.
Tobii
Recent Signals
- ·SmartCommerceProduct & Platform Launch
Shoppable CTV Powered by SmartCommerce: Bringing Retail Results to the CTV Home Screen
On August 27, 2026, SmartCommerce announced Shoppable CTV, a solution that turns CTV QR codes and campaign links into cart-connected retail experiences. The announcement cites AVCA and Tobii research showing contextually targeted CTV ads attract 4x more attention and make 42% of viewers more interested. SmartCommerce's approach is validated by an ADWEEK Media Plan of the Year-recognized campaign with Kargo and Attain that delivered a 10.5% conversion rate and an 8.48% new buyer lift. The company positions the offering as a way to shorten the path from Connected TV engagement to retailer carts as U.S. CTV ad spending is projected to reach $41 billion by 2027.
- On August 27, 2026, SmartCommerce announced Shoppable CTV, a solution that connects CTV QR codes and campaign links to cart-connected retail experiences.
- U.S. CTV ad spending is expected to grow to $41 billion by 2027; more than 85% of U.S. households are streaming, and CTV represents 45% of total TV viewership.
- Research from AVCA and Tobii cited in the announcement found that contextually targeted CTV ads attracted 4x more attention and made 42% of viewers more interested in the brand and products.
Compare their exact ecosystem overlaps.
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