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 - Intro00:49 - Karen’s new book01:42 - The history of attention03:20 - The case for attention04:17 - The difference between active and passive attention09:37 - Linking attention to memory11:30 - Linking attention to advertising outcomes14:12 - The concept of attention elasticity15:17 - How platforms are manipulating our attention17:51 - How to measure attention20:10 - Seen vs served25:22 - 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 attention31:25 - Karen’s new course32:31 - How is Amplified Intelligence going

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