Media Buying

Lumen Ad Measurement Platform

The Lumen Attention Measurement Platform

Buy Ads that Get Seen

Integrate attention tags for media planning to go beyond viewability by optimizing for ad formats and ad domains that are most likely to be seen.

Be Seen, Drive Outcomes

Increase brand lift and sales lift by driving higher attention on every ad. Buying for higher attention generates higher overall views and view time, leading to better recall and outcomes.

Higher Attention Ads = Higher ROAS

Quickly optimize your investment towards the partners, platforms, channels, and campaigns that drive higher attention, while reducing spend on lower attention inventory.

Buying attention


Attention, not impressions

The Lumen Attention Measurement Platform (LAMP) is a contextual targeting tool that enables advertisers to evaluate digital ad inventory on the basis of the visual attention it receives.

Our proprietary eye tracking panels power Lumen’s predictive model of attention. We have partnered with ad tech leaders, Avocet, to deploy this model in three ways:


Powered by Avocet



Lumen Attention Measurement Platform (L.A.M.P.)


How it works


Attention technology at scale

Lumen collects data from our proprietary attention panels

We create a predictive model of attention that calculates the ‘attentive seconds’ advertising receives based on publisher, format and viewability metrics

The LAMP tag collects impression level viewability data on your campaign to estimate how much attention it is generating

The LAMP DSP plug in incorporates the attentive seconds estimates as a custom algorithm within Google’s DV360 system to allow you to buy ‘high attention’ inventory (an avoid ‘low attention’ inventory) in real time

Attention data linked to CPM data to help you understand the true ‘cost of attention’

Attention data linked to brand lift and conversions data to help you understand the true ‘value of attention'

Eye tracking panel

How the eye tracking works

Lumen’s software collects and combines two different types of data:

  • Browser extension records events on device
  • Webcam eye tracking records visual attention via front-facing camera

Panel make up

UK: 1000+ desktop and mobile users; nationally representative sample

US: 2000+ desktop and mobile users; nationally representative sample

Panels refreshed frequently

Data security

All panellists fully informed, consented and compensated for participation.

No personally identifiable information (PII) collected, stored or reported.

All data collection, storage and processing fully GDPR-compliant

Attention prediction model

Combining placement and attention data

Data from the Lumen panel tells us

Placement data: What ads could be seen (what was viewable, in what location and for how long, etc.)

Attention data: What ads people did, in fact, see, and for how long

Predicting attention from placement data

Placement and attention data from the eye tracking panel is used to power a predictive model of attention

Estimates likely levels of attention based on a number of placement characteristics

Attention to ad predicted every 100ms of exposure

Placement data included in model

ad format, % pixels in view, Viewable time, Screen real estate, Scroll speed,Number of competing ads on screen, ad positioning and page geometry, Domain Etc.



Lumen’s technology helps you estimate the actual attention our advertising is receiving


Using a predictive model based on the largest eye tracking panels in the world, our prediction algorithm estimates:


How many people COULD see the ad


How many people did, in fact, look at it


How long they looked at the ad


We can then combine these estimates into a single unit of attention: ‘attentive seconds per thousand impressions’ = % view x av. eyes-on dwell time x 1000 impressions


Attentive seconds across media


Lumen conducts bespoke media evaluation studies across a variety of media, enabling brands and media owners to understand the true value of different media opportunities

Use the same ‘attention currency’ to compare between TV, BVOD, all forms of digital, print, OOH and POS

Logical next steps