1 rich Libsyn https://www.libsyn.com 90 600 Measurement in an omni-channel media world is increasing complex with the changes in&amp;nbsp; cookies, mobile identifiers and new privacy regulation.&amp;nbsp; &amp;nbsp;But what is he personal, unbiased impact of advertising?&amp;nbsp; For GroupM's Mindshare, it's about measuring &quot;empathy&quot; as registered by biometric feed back. It's called the NeuroLab and it's the the largest longitudinal panel in the United States of its kind, says Shane McAndrew,&amp;nbsp; Mindshare's Global Chief Data Strategy &amp;amp; Analytics Officer.&amp;nbsp; Launched in 2019, it has reached &quot;empathy in scale,&quot; he tells me in this podcast interview. NeuroLab uses medical-grade EEG (electroencephalogram) and GSR (galvanic skin response) technology to measure second-by-second, non-conscious neurological responses to brand stories and media. The NeuroLab supplements the data from these neurological responses with pre-and-post Implicit Association Tasks (implicit bias testing), as well as quantitative survey responses. We also cover data privacy, ethics, &quot;clean rooms,&quot; and the use of first party data. Great conversation. Thank you&amp;nbsp; Shane. And a big thanks to our series sponsor TransUnion. BeetCast https://beetcast.libsyn.com/website <iframe title="Libsyn Player" style="border: none" src="//html5-player.libsyn.com/embed/episode/id/21308495/height/90/theme/custom/thumbnail/yes/direction/forward/render-playlist/no/custom-color/9a3e87/" height="90" width="600" scrolling="no" allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen></iframe> https://assets.libsyn.com/secure/content/87024947