Glossary

Electroencephalography (EEG) tracks millisecond-level brainwave activity to measure cognitive load, engagement, and focus during ad exposure.

Learn what embodied mental simulation is, how visual positioning activates premotor cortex pathways, and how to optimize ad creatives to increase purchase

Emotional Nuance refers to subtle affective signals like micro-expressions that evoke precise, layered feelings to build brand trust and memory.

Engagement measures user involvement with a product or content, including likes, comments, shares, clicks, or time spent on a website or app.

The group in an experiment that receives the treatment or change being tested, compared against the control group.

The different conditions or changes introduced in an experiment to see how they affect the outcome.

Factors that are not being tested in an experiment but could affect the results if not controlled.

Learn how First-Person Framing (Egocentric POV) eliminates facial distractions, triggers motor simulation, and increases ad conversions with predictive AI.

A Fixation is a brief pause in eye movement (100–400ms) where the fovea remains stationary to gather detail, signaling active cognitive processing.

fMRI measures brain activity via blood flow changes, mapping deep subcortical responses to reveal implicit emotional valence, reward, and brand choice.

Foveal Vision is central high-acuity focus (1–2° field) required to read text, resolve details, and actively encode brand assets into memory.

Frame-by-Frame Ad Breakthrough Score evaluates ad effectiveness by analyzing attention and engagement on a frame-by-frame basis, guiding optimization.

Learn how gaze cueing uses natural eye movements to steer visual attention, optimize ad layout, and boost conversion rates.

Learn how gaze vectors track directional eye movement, structure visual hierarchy, and optimize attention in ad design.

The Google Ecosystem comprises products like Search, Gmail, Drive, YouTube, Ads, Analytics, Maps, Home, and more, creating a seamless digital environment.