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

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