Two years after the Advertising Research Foundation (ARF) launched its initiative to define and measure audience "engagement," an initiative that has met with generally reserved response and little enthusiasm, "engagement" has become the new buzzword in digital media measurement circles. Although the ARF did its best to define engagement, there remains little agreement about what the term means - or if it's even a valid measure. Commenting on the suggestion that "There is an open battle for the eyes and ears of consumers... and a silent battle for their hearts and minds," media research guru Erwin Ephron says: "I think they got it right the first time. Checking eyes and ears can make our media dollars smarter. Hearts and minds I leave to Beth Israel Medical Center."