Traditional advertisements just don’t work any more. And why should they? The media we consume is vastly different than it was 10 or even five years ago. As magazines have adapted to become video-enabled digital media, so should the ads they feature on their pages. The reader’s brain has adapted along with it, recognizing (and often ignoring) branded advertisements that just don’t hold up in this new age. Many advertisers have figured out that they have to adapt as well, offering interactive content and video that engages readers and meets them where they are. Eye tracking helps understand what readers respond to and what is ignored.