Where technology meets cognitive science
Our tech stack powers every campaign with scientific precision.
Our technologies
AI Alpha
Processes real-time data, runs predictive models, and optimizes campaigns.
Transmutics
Integrates data streams for seamless, real-time optimization.
Kritikos
Analyses creative complexity using cognitive load theory and advanced AI.
Magellan
Logs attention time, clicks, and viewability metrics.
Horae
Tracks campaign performance, enabling predictive targeting and industry benchmarking.
Our science and philosophy
When we place ads, we don’t just hope they work—we rely on scientific principles that explain how the human brain processes visual stimuli. This process follows key stages of consumer engagement, inspired by Mary C. Potter’s Rapid serial visual presentation methodology, driven by AI Alpha and supported by our platform’s advanced technology.
Stage one: Detection
Perceptual Threshold: The Entry Point
What happens
When an ad appears, its sensory impact must be strong enough for the brain to register it consciously. Ads that are too small, too dim, or blend into the background are ignored.
Scientific insight
Signal Detection Theory
Processes real-time data, runs predictive models, and optimizes campaigns.
Our tech
Kritikos
Scores the ad’s visual complexity (contrast, brightness, and motion) to ensure it crosses the perceptual threshold.
Magellan Tracker
Logs the exact moment the ad enters the consumer’s view.
Stage two: Selective Focus
Attention Capture: The Hook
What happens
After being noticed, the ad must capture selective attention in a crowded environment. Novel, emotionally relevant content keeps the brain engaged.
Scientific insight
Signal Attention Theory
The brain focuses only on relevant stimuli and ignores background clutter.
Attentional Blink Effect
If multiple stimuli appear too quickly, the brain “blinks” and misses key information.
Our tech
AI Alpha
Analyzes real-time attention data from Magellan Tracker and ensures only top-performing publishers are selected.
Stage three: Processing
Lean Forward Perception: Active Engagement
What happens
The consumer actively processes the ad’s meaning, context, and relevance. This is where the ad’s message is understood, remembered, and possibly acted upon.
Scientific insight
Feedforward processing
The brain processes familiar visuals quickly but spends more time on complex information.
Dual-Processing Theory
The brain uses two thinking systems: System 1 (fast, instinctive) and System 2 (slow, analytical).
Our tech
Kritikos
Calculates the engagement time required for the ad.
Magellan Tracker
Logs engagement duration in real-time.
AI Alpha
Adjusts ad placements based on engagement data.
Stage four
Cognitive Evaluation: The Decision-Making Stage
What happens
The consumer evaluates the ad’s message, weighing its perceived value, emotional appeal, and call-to-action clarity.
Scientific insight
Prospect Theory
People evaluate risks and rewards before making decisions.
Cognitive Load Management
Ads that are too complex increase cognitive load, reducing the likelihood of action.
Our tech
Horae Register
Stores publisher profiles with the best action-driven performance, informing AI-Alpha’s decision-making.
Stage five
Memory Encoding: Long-Term Impact
What happens
If the consumer engages long enough, the ad becomes encoded in long-term memory, building brand recall and purchase readiness.
Scientific insight
Encoding Specificity Theory
Memory improves when the ad environment matches the consumer’s needs.
Repetition Priming
Ads seen repeatedly become easier to remember.
Our tech
Horae Register
Records campaign histories for retargeting.
AI Alpha
Uses predictive algorithms to optimize brand recall campaigns.