Our attention is more dispersed than ever. We spend our days jumping from content to content, app to platform, giving likes, commenting, sharing and in some cases, even generating content. It is a scarce and limited commodity and content is becoming more and more abundant. This is the basis of the attention economy. This book was born from this concept for brands and advertisers, mainly, to reflect on where our attention is in an era characterized by massive competition between platforms and content creators fighting for the interest of users. Its author, Roger Casas-Alatriste, answers fundamental questions such as: What are the strategies of people and companies whose objective is to capture our attention? How is creativity and technology evolving to attract our attention? How can we, in the midst of this abundance of supply, access better content? The book also gathers the opinion of the greatest experts in capturing attention in the broadest sense, as they all compete: series, video games, music, cinema, sports, podcasts, digital creators and of course advertising.