AUDIENCExSCIENCE 2026

On March 18 and 19, our eye square experts attended AUDIENCExSCIENCE 2026 in New York. This year’s annual ARF conference once again brought together leading figures from research, media, and marketing to discuss current developments and key challenges in the field of audience measurement. The focus was primarily on new scientific approaches, technological innovations, and the question of how attention and advertising impact can be validly measured in an increasingly complex media landscape.

For us, the event was a valuable opportunity to experience current industry discussions up close and exchange ideas with experts about the future of data-driven measurement. Topics such as Attention Metrics, the use of AI in research, new perspectives on eye tracking, as well as dealing with privacy, synthetic data, and the growing complexity of modern media ecosystems were particularly prominent.

AUDIENCExSCIENCE has once again demonstrated that the industry is evolving rapidly at the intersection of science and practice. It is important that we discuss new measurement methods and evaluate innovative techniques to ensure robust research for forward-looking decisions.

eye square at AUDIENCExSCIENCE 2026!

Our eye square experts were also at AUDIENCExSCIENCE 2026 and enriched the event with their presentations. In their talk, Gareth Tuck (eye square) and Lyndsey Albertson (NBCU) demonstrated how video ads in high-quality content environments across broadcast, social, and streaming platforms consistently attract more attention and deliver greater advertising impact.

In another session, Giulia Manca (eye square), Stefan Schönherr (eye square), and Aarti Bashkaran (Snap Inc.) explored how generative AI and augmented reality are reshaping advertising impact, while also demonstrating why trust, transparency, and human creativity remain central to the scaling of these technologies.