1. A system, comprising: a data collector to collect first neuro-response data with a first modality and second neuro-response data with a second modality from a subject exposed to an advertisement or entertainment; a cross-modality response synthesizer to: align the first neuro-response data and the second neuro-response data by at least one of time shifting or phase shifting at least one of the first neuro-response data or the second neuro-response data; and combine the first neuro-response data with the second neuro-response data to determine a neuro-feedback significance; and a compressor to associate the neuro-feedback significance with the advertisement or entertainment and to compress a portion of the advertisement or entertainment based on the neuro-feedback significance.