UZC collaborated with Procter & Gamble to create the "Neuro-Response Optimizer"—a neuroscience-based advertising optimization system that uses EEG detection and machine learning algorithms to deeply analyze consumers' subconscious responses to ad content. 

The platform comprises three innovative components: a high-density EEG acquisition system with 256 electrodes monitoring neural activity during ad viewing, with special focus on P300 event-related potentials; deep learning algorithms analyzing activation patterns in the brain's default mode network (DMN) to identify emotional resonance with ad content; and a neurofeedback modulation module that dynamically adjusts ad element presentation based on real-time brainwave data. In a global shampoo ad optimization project, UZC's neuroscience laboratory discovered that waterfall scenes in advertisements increased consumers' alpha wave activity, indicating enhanced relaxation states, while hair close-up shots boosted gamma wave synchronization, suggesting improved attention focus. Based on these findings, the team re-edited ad content sequences, resulting in significantly improved brand recall and reduced ad skip rates. 

The system has been successfully applied to optimize advertisements for multiple P&G product lines, achieving remarkable improvements in advertising effectiveness metrics. UZC and P&G are now exploring the integration of neuroscience insights with programmatic ad buying to create a truly brain-response-based real-time advertising delivery system.