Tapping Into the Mind: How Biofeedback is Revolutionizing Modern Advertising Strategy

Brands now use biofeedback to track real-time emotional reactions and optimize ads. UVA's Luca Cian explains how neuromarketing—via heart rate, brainwaves, and facial cues—helps marketers refine creative content, improve ad timing, and increase engagement. The shift raises ethical questions, but offers powerful insights into consumer behavior.