You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Users Have Brains, Not Just Eyes. Let's Measure Cognition. We Need a Metric to Gauge Whether a Consumer Understands the Ad He Sees By Ari Jacoby, Published on December 19, 2013 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.