Brainsight x Dentsu: First Joint Presentation Draws Full House

At the 2023 edition of Emerce Digital Marketing Live, Brainsight and Dentsu took the stage together for the first time since launching their partnership — and the response was overwhelming.

This marked Brainsight’s debut appearance alongside Dentsu after its initial launch in 2022. Their joint session on the future of ad performance through predictive neuroscience and AI drew massive interest from attendees. The room filled up rapidly, with long queues forming outside — and unfortunately, many had to be turned away once capacity was reached.

From CPM to Capturing Real Attention

The presentation focused on the shift away from traditional media buying metrics (like CPM) toward attention as a measurable and actionable currency. Dentsu shared how they help brands move from buying theoretical exposure to buying on attention, based on ‘eyes-on-ad’ metrics — an approach that prioritizes memory formation and actual human engagement.

Brainsight complemented this with a deep dive into predictive eye-tracking technology, showing how AI models grounded in neuroscience can forecast visual attention in the crucial first 3 seconds of exposure. The message was clear: if an ad isn’t seen, it can’t perform — and now, performance can be pre-tested before spend.

The Full Presentation is available upon request.