I haven’t seen it in advertising, but I have seen eye tracking to ensure that attention is being paid to the right things. I’m sure it’s just a matter of time.
Personally I’ll go to any lengths to avoid ads, up to and including just not consuming content. If I can’t block or ignore the ad, then the platform has no value to me.
Also, it's a matter of time that LCD Displays with advertising in the street/roads will use your location (from your phone) and tastes (from your social media) to show you personalized ads in big ass screens while you are walking or driving.