Lighting up Neural Networks: The Brain's Response to Addressable

  • 1 minute read
  • United Kingdom
  • 01/12/2022
man holding a lit-up light bulb

We’re excited to be able to unveil the fifth phase of our research – Thinking Inside the Box. Phase five investigates what happens in four key areas of the brain when people watch addressable vs. non-addressable ads within TV shows, as shown through state-of-the-art fMRI imaging.

Read the article on The Drum and download the research below.


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