Self-Report Beats Synthetic Attention Measures

So our key questions are: Do these new measures that are coming in, that are purporting

to measure attention, can they discriminate between what we will call a non-attentive, a very low attentive

ad, and a very, very high attentive? And if so,

how sensitive are the measures? If they can detect that, at what level of

sensitivity do we see in these measures? And then finally, how do human measures compare with these

new synthetic measures? So these are the kinds of questions that we really wanna get at.

So the key takeaways for today are that, these synthetic measures, at least today,

are not reliable measures that cannot be relied on. Now again, maybe they're measuring