The IAT Is Dead, Long Live the IAT […]” is the title of an article that might reflect the impression of many researchers who are unsure about whether IATs are useful measures or not (Jost, 2019; p. 10). A Web of Science search on the number of IAT-related publications shows that although IAT research has increased over the years, there are several ups and downs. This editorial provides insights into some issues that may partly explain this phenomenon and encourage researchers to use in-depth analyses to help identify the conditions in which IATs may be useful.