I believe advertising is broken. Not because we lack technology. The pipes are built. Inventory is commoditized. Optimization levers are everywhere. Advertising broke because we optimized behavior so aggressively that we erased the human.
For twenty years, I worked inside that system. Performance got sharper. Metrics got cleaner. Persuasion quietly disappeared.
Three weeks before my wedding, I was diagnosed with a neurodegenerative disease. Overnight, the brain stopped being theoretical. It became personal. Urgent.
Today, I have two small children at home with my husband. My new reality changed how I see the world. It sharpened the question of what kind of future we are building. A world that feels increasingly lonely, isolated, fearful, and divided is not a success story, even if historical measures of success say otherwise.
That tension sparked an obsession with how the human brain works. How people feel. How they remember. How trust and connection form, and how they break.
Neuroscience is not new. It is foundational. It already powers systems that help people move, communicate, and reconnect. What it has lacked is scale. Advertising has scale.
Brands invest trillions to influence human behavior. When they understand emotional response, they do not just sell more effectively. They communicate more clearly. Connection becomes measurable. When emotional response is measured inside live media environments, performance returns. And performance creates leverage.
Work emerging from UPenn Medicine, Wharton, and the neurotech spin out Cogwear, revealed the missing link. World-class neuroscience was already decoding emotion, attention, and intention. What it needed was a real-world system capable of scale. Advertising was that system.
That convergence made the opportunity unmistakable. The same infrastructure that helps brands connect with people can also generate the neural data neuroscience has never had, accelerating progress beyond the lab.
That insight became GlassView.
Every brand investment in Glassview improves advertising performance and funds the scale required to advance neuroscience into real life.
Today, we work with 80 of the top 100 brands in the world. Harnessing emotion has changed how advertising performs. That performance funds scale. Scale advances neuroscience. Better neuroscience feeds back into how we understand and support the human brain. This is not purpose layered on top of profit. It is a closed loop.
If you’re a CMO who wants to understand what your audience actually feels - not just what they click - I want to hear from you. If you’re a neuroscientist who has the research but needs the scale to prove it, let’s talk. Reach out here on LinkedIn, or find me at j@glassview.com.
This work only matters if it serves people first- and we’re building it together.
