Nexxen and Lumen Link for First CTV Attention Solution

Israel-based ad optimization company Nexxen has partnered with UK-based attention measurement platform Lumen Research, to deliver the latter's 'first' omnichannel solution to advertisers across CTV, online video and display.

Lumen's Attention Measurement Platform (LAMP) uses web camera eye tracking to record visual attention from participants in its continuous consumer panel, creating a training data set for machine learning models to score video and display media formats for attention metrics.

According to Nexxen, the partnership augments the launch of its own full attention measurement offering, which encompasses three main elements: pre-campaign planning through active attention analysis and creative optimization, provided by in-house creative agency Nexxen Studio; activation via Lumen's Attentive Private Marketplaces (aPMPs), delivered for the first time by Nexxen on CTV; and measurement and reporting powered by the Lumen attention measurement dashboard.

Using Lumen's aPMPs, clients can predict the likelihood that an ad will be seen at the impression level, allowing for omnichannel attribution for digital environments across clickthrough, view rate, video completion rate and conversion rate. Mike Follett (pictured), CEO, Lumen Research, comments: 'We are excited to go to market with our aPMP solution for CTV with Nexxen. This will deliver impressions across the ad-supported CTV channels and app inventory that are guaranteed to drive the most attention'.

Web sites: www.nexxen.com and www.lumen-research.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.