IAS and Lumen Partner for Improved Attention Measure

Digital media measurement and verification firm Integral Ad Science (IAS) has partnered with attention measurement platform Lumen Research, to provide clients with an improved way to track which ad impressions have captured attention and are likely to lead to a business result.

Lumen operates continuous eye tracking panels to measure the consumer attention generated by media impressions. Its Attention Measurement Platform (LAMP) uses web camera eye tracking to record visual attention from panel participants, creating a training data set for machine learning models to score video and display media formats for attention metrics. The company recently merged with media-buying platform Avocet, whose demand side platform (DSP) was built to offer in-built viewabiity scoring to help understand and drive cross-device conversions.

Last year, IAS launched an Attention Metrics Report, focused on measures commonly associated with attention including average time-in-view, time-in-view distribution, pause / unpause and volume up/down/mute. With the new partnership, IAS' technology and data is combined with Lumen's approach to create predictive attention models derived from years of eye-tracking research on web browsing that can be used to measure the expected attention of a digital ad campaign.

Jeremy Kanterman (pictured), VP of Research & Insights at IAS, comments: 'With the use of Lumen's proprietary eye-tracking technology and attention tags, IAS will have even greater insight into the interaction attention signal, helping marketers understand exactly where consumers fixate in the presence of ads. Lumen's tech will add even greater value to our attention model through the use of one of the world's largest consumer panels for the most accurate picture of attention, as well as Lumen's data-backed predictive models'.

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