This presentation covers Nielsen's thinking and philosophy regarding the use of Neuroscience to measure and optimize advertising. It includes an overview of the 3R advertising framework, Nielsen's philosophy of how advertising works, including background on key academics and their thinking relative to System 1 and 2 thinking, several key Neuroscience tools and metrics, and an overview of validation via the correlation of the research method metrics with real world sales outcomes. Finally, the presentation ends with a summary and short Shelter Project case study.