The Science Behind GlassView
No one else can say that. GlassView is the world's largest brain-behavioral data platform: powered by Cogwear, a clinical-grade neurotech spinout of UPenn Medicine. Built through advertising. Built for everything that comes next.
How It Works
Most neuroscience happens in controlled settings with small sample sizes. Most advertising happens at massive scale with no neuroscience. GlassView built the infrastructure that connects both, creating a validated loop between clinical-grade brain measurement and real-world behavioral outcomes, at population scale.
"Studies have repeatedly shown that directly measuring the brain for engagement, emotion and memory in even just a handful of volunteers can predict the behavior of millions of people along a variety of dimensions from click-through-rates to sales. It's the trifecta of consumer psychology." Dr. Michael L. Platt, Co-founder, Cogwear; Director, Wharton Neuroscience Initiative, UPenn
Participants wear Cogwear's EEG headband, a clinical-grade device spun out of UPenn Medicine, developed in collaboration with the Wharton Neuroscience Initiative and supported by the National Science Foundation and the NIH. The device measures real neural signals including engagement, emotional response, and memory encoding, directly from the brain, in real time, under naturalistic conditions.
Those neural signals are validated against real behavioral outcomes from GlassView's advertising platform: actual purchases, actual foot traffic, actual conversions. Brain activity and real-world decisions, linked in the same moment, across the same participants. This is the validation loop that academic neuroscience has never had the commercial infrastructure to build. GlassView built it as a natural byproduct of running campaigns for over 80 Fortune 100 brands.
The machine learning models trained on Layers 1 and 2 are applied across GlassView's full platform reach: 2.7 billion people, over one billion commercials served annually, across every connected screen including streaming, digital video, connected TV, audio, AR, and emerging spatial platforms. Neural intelligence, at the scale of the world's largest media networks.
The Validation Loop
Laboratory neuroscience is precise. It cannot tell you whether the neural signal it measured predicted what someone actually bought three weeks later. Survey data is at scale. It cannot tell you what the brain was actually doing at the moment of exposure.
GlassView's data is both. The same participants. The same moment. Brain signal and behavioral outcome, linked. That pairing is what makes this dataset unique, and what makes the models trained on it genuinely predictive rather than merely correlational.
Clinical-grade dry EEG sensors measure neural activity in real time. Comfortable, wearable, no lab required.
Engagement, emotional arousal, and memory encoding captured millisecond by millisecond, before rationalization, before self-report.
Purchases, foot traffic, conversions, and engagement decisions recorded from GlassView's platform and third-party data partners.
Brain signal and real-world decision linked in the same participant. Models trained. Predictions generated. Applied across 2.7 billion viewers.
Applications
The neurotech industry has long possessed powerful sensing technology and rigorous laboratory science. What it lacked was the lattice connecting brain data to real-world human behavior at population scale. That lattice requires infrastructure that no research institution could build alone: millions of impressions, millions of verified behavioral outcomes, and the commercial reach to deploy measurement outside a controlled environment. GlassView provided the bridge. Every campaign run on the GlassView platform adds another layer to a dataset that is quietly becoming one of the most consequential in neuroscience.
GlassView's core platform applies neural intelligence to advertising in real time. The Emotional Intelligence Engine captures what audiences actually feel during creative exposure, including engagement, emotion, and memory encoding, and acts on that signal to optimize campaigns in flight. The result is advertising that connects at the level of the brain, not just the screen. GlassView works with over 80 of the world's top Fortune 100 brands across every connected screen, delivering reach of 2.7 billion unique viewers globally and over one billion commercials served annually.
Detecting Alzheimer's disease early depends on knowing what healthy cognitive function actually looks like in the brain across a large, diverse, and representative population. That baseline has never existed at scale outside a clinical setting. GlassView's platform generates neural data from ordinary people under naturalistic conditions, creating the population-level reference library that diagnostic models require. Cogwear is pursuing FDA clearance for its EEG headband as a clinical diagnostic tool for early-onset Alzheimer's detection, anxiety, and depression. GlassView's advertising scale provides the behavioral validation infrastructure that makes those diagnostic models reliable across real-world populations, not just clinical cohorts. GlassView's higher order mission is to fuel brain health, one media campaign at a time.
For people living with paraplegia, the goal of non-invasive brain-computer interfaces is precise: to allow intentional thought to control a robotic limb, a wheelchair, or a communication device without surgery, without implants, and without a laboratory. The technology to sense neural signals non-invasively exists. What has held it back is the absence of training data at the scale and diversity required to build decoding models that work reliably across different people and different cognitive states. GlassView's brain-behavioral dataset, validated against millions of real behavioral outcomes across a globally diverse population, is precisely the foundation those models require. The path from predicting a purchase decision to decoding a motor intention runs through the same neural architecture. The data that makes one possible makes the other closer.
Elite athletic performance is not only physical. Focus, decision speed under pressure, emotional regulation during competition, and recovery of cognitive function after exertion are all neural phenomena that wearable EEG can now measure outside a laboratory. Cogwear already has applications in sports safety and human performance monitoring, including concussion detection and fatigue tracking in high-impact sports. GlassView's behavioral validation data, linking neural signatures to real performance outcomes, provides the training foundation that turns raw brain signals into actionable intelligence for athletes, coaches, and sports medicine professionals. The same cognitive signatures that predict whether a viewer will remember a brand predict whether an athlete will make the right decision in the decisive moment.
Competitive Position
In an era when artificial intelligence is reshaping every data-dependent industry, the companies most exposed to disruption are pure software intermediaries: businesses where an AI model can synthesize equivalent outputs without proprietary inputs. GlassView is the structural opposite of that profile. Its competitive position is protected by two moats that deepen with every campaign served and that no AI advancement can dissolve.
The hardware moat ensures that the behavioral validation moat can only be built by GlassView. And the behavioral validation moat means that even if a competitor were somehow to access comparable hardware tomorrow, they would begin with no validated dataset and no trained models. GlassView's position is not merely defensible. It is structurally compounding. The longer the platform operates, the more expensive competitive entry becomes, and the more powerful GlassView's AI models grow relative to anything a new entrant could build. This is the architecture that transforms a successful advertising business into a category-defining data platform.
The Science Foundation
James S. Riepe University Professor of Neuroscience, Psychology & Marketing, University of Pennsylvania · Director, Wharton Neuroscience Initiative · Perelman School of Medicine
Dr. Platt is one of the world's foremost neuroscientists in the study of decision-making, social behavior, and the biological mechanisms underlying human cognition. As a Penn Integrates Knowledge professor, he holds simultaneous appointments in the Perelman School of Medicine's Neuroscience Department, the School of Arts and Sciences' Psychology Department, and the Wharton School's Marketing Department, a rare distinction reflecting the breadth of his scientific influence. The University of Pennsylvania's Perelman School of Medicine is ranked among the top neuroscience institutions in the world according to U.S. News and World Report's Best Global Universities rankings, and is home to one of the nation's foremost research programs in clinical and basic neuroscience.
His research has been supported by the National Institutes of Health, the Department of Defense, the Klingenstein Foundation, the McDonnell Foundation, and the Simons Foundation, and has been collectively cited over 23,000 times in peer-reviewed scientific literature. He is a former President of the Society for Neuroeconomics and has served on the World Economic Forum Global Future Council on Brain Science.
Dr. Platt co-founded Cogwear Technologies to move clinical-grade brain science from the laboratory into the real world and serves on GlassView's advisory board, providing the scientific foundation for GlassView's neural measurement methodology.
Medical Device Executive · 25+ Years in Medical Device Industry · 54 Patents · Formerly Boston Scientific, DSM Biomedical, ev3, American Medical Systems
David Yonce leads Cogwear Technologies as CEO, bringing more than 25 years of medical device industry experience to the task of moving clinical-grade brain technology from the laboratory into scalable commercial applications. He has positioned companies for double-digit growth and acquisition, helped bring over 50 new products to market, and holds 54 patents.
His background spans R&D, operations, marketing, strategy, and sales at companies including Boston Scientific, American Medical Systems, ev3, and DSM Biomedical, where he served as VP and Global Head of Innovation. He has testified before the Pennsylvania State Senate on AI utilization in biotechnology, and counsels industry advocacy groups and public seed fund initiatives.
Under David's leadership, Cogwear is pursuing FDA clearance for its EEG headband as a clinical diagnostic tool for anxiety, depression, and early-onset Alzheimer's detection: while expanding applications across neuromarketing, athletic performance, and brain health.
Cogwear Technologies
Cogwear's patented EEG headband is designed to look and feel like a comfortable athletic headband. Inside, nanotechnology sensors, machine learning, and breakthrough neuroscience work together to deliver clinical-grade neural signals from brain activity, anywhere, anytime, without a laboratory.
Pioneered together with neuroscience experts from the University of Pennsylvania and supported by the National Science Foundation and the National Institutes of Health, Cogwear brings clinical-grade brain science out of the lab and into the real world.
GlassView is Cogwear's largest corporate shareholder and holds an exclusive license for Cogwear's technology in advertising and media applications, the commercial foundation that funds Cogwear's broader research and development in health, diagnostics, and human performance.
Our Higher Order Mission
GlassView's mission is to drive performance through AI and neuro-powered media on every connected screen. Our higher order mission is to fuel brain health, one media campaign at a time.
Whether you are a brand partner, a researcher, an investor, or a potential collaborator: we would like to hear from you.