Today, (June 13th, 2024) Lumen Research, the global attention technology company, announced a formal partnership with IPG Mediabrands across the EMEA region to deploy Lumen’s end-to-end, cookieless attention solutions for brands looking to drive higher performance across the funnel. 

Lumen offers the only award-winning attention technology that has been audited and validated by a third-party and an attention-based media buying model proven by PwC to drive higher engagement and conversion than campaigns optimised for viewability. Powered by the largest eye-tracking dataset in the world and billions of attentive impressions, Lumen’s attention dataset can be activated based on brand-specific campaign data to measure how long an ad is seen and how many consumers saw it, activate custom, attention-first bidding scripts through DSP integrations, and deliver ads through high-attention, high-performance PMPs.

“We are thrilled to bring the attention technology suite to IPG Mediabrands’ EMEA client list and empower more brands with our solutions,” says Mike Follett, CEO at Lumen. “IPG Mediabrands has been at the forefront of turning attention into action and we look forward to helping in that mission.”

“With Lumen as an official IPG Mediabrands EMEA partner, we can now offer direct access to cutting-edge attention data and solutions, from planning to activation and optimisation, to help our clients gain access to Lumen’s powerful eye-tracking platform as well as solutions for attention-first advertising that drive better outcomes across the funnel – and don’t require cookies to do it,” says Richard Morris, CEO, UK & EMEA, IPG Mediabrands.