[Voiro Podcast - S4E12] We are all bombarded with a ton of ads on the web, on TV, ads inserted while listening to music or podcasts, etc. Have you ever wondered if someone can measure how we react to ads? If you are from the advertising industry or just a keen boffin who wants to understand human behaviour, you will love this episode.Anand Gopal is back in the hot seat, this time with our good friend Lava Kumar (Founder, CPO of Entropik) as a special guest. Kumar is building some interesting products that help advertisers measure human attention while consuming ads. In this episode, Anand and Kumar talk about: Chapters:00:34 - Lava Kumar and Entropik, a background02:36 - Attention mapping as the next step in measuring consumer behaviour 08:26 - What is Entropik and what does it solve and for whom13:16 - What can attention mapping solve in advertising and why is it important now?17:22 - How and when do you measure attention when an ad is served26:23 - Do advertisers want to control where their ads are shown?28:07 - Can we see more advertising problems being solved with recent AI advancements?31:13 - Interesting insights about human attention learned through Entropik34:38 - Can attention mapping influence media buying?37:02 - Will attention become a media buying currency soon?CC: Attention Council, Lumen, IAB, DoubleVerify, Google, Twitter, ANAhttps://www.linkedin.com/in/lava-kumar/https://www.theattentioncouncil.org/https://www.lumen.com/en-in/home.htmlhttps://doubleverify.com/https://www.google.com/https://twitter.com/home👉 Learn about Voiro: https://voiro.com 👉 Watch or listen to all our podcast episodes: https://voiro.com/podcast👉 Follow us on LinkedIn: https://in.linkedin.com/company/voiro👉 Follow us on Twitter: https://twitter.com/VoiroTech#advertising #monetisation #attention #measurement #ads

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