The Attention Economy: Why not all reach is equal with Karen Nelson Field

This podcast interviews Dr. Karen Nelson Fields, an expert on measuring attention, about her new book, "The Attention Economy." The discussion covers the importance of attention in advertising, differentiating between active and passive attention, and how attention relates to memory and advertising outcomes. Fields emphasizes that not all reach is equal, highlighting the significant discrepancy between served and seen impressions across different platforms. The interview also explores how Amplified Intelligence, Fields' company, measures attention using sophisticated technology and AI to optimize advertising campaigns for better results. Marketers can use this data to improve campaign planning and achieve better outcomes by focusing on attention-based metrics rather than solely on impressions.