Industry leaders gathered at ATTENTION 2025 on June 5 to explore the evolving science of attention measurement in advertising. This event featured new research from advertisers, agencies, and academics, including preliminary findings from Phase 3 of the Attention Measurement Validation Initiative. Attendees gained actionable insights into scalable attention metrics, their role in optimizing creative and media strategies, and how brands can better identify and engage audiences to drive results.
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Marketing is more than a growth lever—it’s a critical driver of resilience in uncertain times. This Marketing Science Institute (MSI) synthesis presents evidence-based strategies for marketing leaders to help their organizations adapt, protect core assets and unlock long-term value amid volatility. Drawing from leading journals, it outlines how marketing can be reimagined as a flexible, risk-aware and analytics-driven function that steers firms through disruption toward recovery and competitive advantage.
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A new framework for measuring advertising impact over time—“intensive longitudinal mediation”—uses AI and big data to reveal when and why ads work. This approach helps marketers capture psychological shifts in real-time, going beyond static analysis to uncover how advertising drives behavior over days or weeks.
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