In this episode, I talk to dr. Ingrid Nieuwenhuis. She is the Head of Science at Alpha.One. She has a Ph.D. in Neuroscience and worked as a postdoctoral researcher at the University of California, Berkeley. After that, she applied her neuroscience expertise to measure the effectiveness of advertising. As Director Neuroscience at Nielsen Consumer Neuroscience, she helped top CPG companies incorporate the use of neuroscience methods into their pipeline. Subsequently, she worked at Facebook’s Marketing Science department in New York where she was responsible for the quality of neuroscience research investigating online advertising products. At Alpha.One, Ingrid is responsible for the product roadmap and science. We talk about how Ads are being perceived and how this is important for the effect of Ads. How we can measure attention. The role of memory. What other elements are relevant for ads? How about buying the product? We introduce the concept of attention vampires and how all the different elements need to work together to get it right.