Dr Karen Nelson Field is a multiple returning guest to the podcast, talking about her book "The Attention Economy: A Category Blueprint" which takes an in-depth look into the dynamic world of marketing and advertising, unveiling the pivotal role that human attention measurement plays in the present and future landscape.  In this episode we discuss the history of attention, how the platforms are manipulating our attention, why not all reach is equal, and, ultimately, what we can do about it.

00:00 - Intro
00:49 - Karen’s new book
01:42 - The history of attention
03:20 - The case for attention
04:17 - The difference between active and passive attention
09:37 - Linking attention to memory
11:30 - Linking attention to advertising outcomes
14:12 - The concept of attention elasticity
15:17 - How platforms are manipulating our attention
17:51 - How to measure attention
20:10 - Seen vs served
25:22 - How is the industry progressing?
27:21 - Is there a new metric we can use in place of CPM?
29:10 - How to buy media based on attention
31:25 - Karen’s new course
32:31 - How is Amplified Intelligence going