THE AI & MEASUREMENT COLLECTION
What did the advertising actually change?
Attention, cognition, creative evaluation and the evidence behind marketing decisions.
START WITH THE QUESTION
How should leaders evaluate a new marketing metric?
Start with its definition, collection method and uncertainty. Then ask which decision it improves and how it relates to independent evidence of business impact.
25 August 2026 · Perspective
Attention Has Split in Two: Can Brands Guarantee It to Humans AND Machines?
Anil examines two distinct questions for CMOs: whether advertising registers with people, and whether a brand is accessible to AI systems that may influence decisions. He proposes a practical Attention Assurance model while questioning what either form of measurement can prove.
12 May 2026 · Perspective
COGNITIVE SIGNAL ENGINE™
Anil argues that advertising measurement has concentrated on what happens after exposure while neglecting the conditions needed for a message to register. He introduces his Cognitive Signal Engine and CPCi as a proposed way to interrogate that gap.
16 February 2026 · Perspective
Beyond the Gaze: The Rise of Cognitive Measurement in the AI Era
Attention measurement can establish whether an ad was seen, yet the business question extends to what registered and influenced a decision. Anil examines the case for cognitive measurement and its limits.
14 July 2025 · Perspective
Why Offsite Targeting Misses the Mark on Consumer Attention
Retail media can use retailer data beyond the retailer’s own properties, but reach is not the same as relevance. Anil questions whether offsite targeting preserves the purchase context and attention that make onsite placements useful.
7 July 2025 · Perspective
The A/B Test Illusion
An A/B label cannot rescue an experiment with weak randomisation, contamination or an unsuitable comparison. Anil asks marketers to examine platform tests before treating their reported lift as causal evidence.
7 April 2025 · Perspective
AI in Advertising: The Hype, The Reality, and The Hard Truths Nobody Wants to Face
Advertising’s AI ambitions meet uneven adoption, trust concerns and practical limits. Anil separates the promise of automation from the evidence and safeguards needed to make its use worthwhile.
13 January 2025 · Perspective
Beyond Attention: Why Focus is the Future of Advertising Metrics
Viewability and attention each answer part of the advertising question. Anil argues for examining focus and cognitive engagement before treating exposure metrics as evidence of impact.
12 September 2021 · Perspective
Time to pay attention to ''Attention''
An ad being technically viewable does not establish that anyone noticed it. Anil examines attention as a more useful question while challenging marketers to connect the metric to outcomes.
5 November 2016 · Perspective
Viewability
Anil revisits the basic condition for digital advertising to work: people must have a chance to see the ad. The piece looks at why served impressions and viewable impressions deserve different treatment.
5 November 2016 · Perspective
Viewability – An Ad that is not seen isn’t worth less. It’s worth ZERO!
Anil argues that an impression with no opportunity to be seen should not be valued like one with genuine exposure. This historical piece focuses on the measurement and commercial implications of viewability.
3 February 2016 · Perspective
Go Beyond Clicks!
Clicks describe one kind of response, but they miss much of advertising’s effect. This archived perspective asks marketers to examine exposure and outcomes more carefully.
FROM THE IDEA TO THE WORK
Dual Attention
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