Lumen to Provide Attention Measures for Netflix

Attention tech company Lumen Research is teaming up with Netflix to help advertisers measure the attention paid to their ads across the streaming pioneer's global ad-supported CTV, desktop and mobile inventory.

The solution is available for measurement of local or global campaigns, to clients in Europe's Big 5 economies (the UK, Germany, France, Italy and Spain). Netflix began carrying ads on its programming in 2022 and has been expanding the features available to clients, notably with the launch of the Netflix Ads Suite last year. The Lumen partnership now gives them an expanded omnichannel attention toolkit, fuelled by consent-based eye-tracking data and the firm's machine learning attention models.

Advertisers will also get a more comprehensive understanding of streaming ad campaign performance, as well as tools to optimise media budgets and ad impact. Lumen CEO Mike Follett (pictured) says of the deal: 'Bringing our attention measurement toolkit to Netflix is a big step forward for us, especially as streaming content consumption continues to grow across all age groups. This integration enables our clients to access Netflix data for attention measurement, ultimately empowering them to make smarter investment decisions and drive greater effectiveness across their media mix.'

Separately, from Q2, Netflix ad clients can also avail themselves of expanded targeting capabilities via Amazon DSP and Yahoo DSP, using Amazon Audiences to inform their programmatic buys based on lifestyles, interests and products actively shopped for - and similar signal data from Yahoo. Finally, Netflix is also rolling out its own Conversion API tools, tested with marketing agency Tinuiti.

Web sites are at www.lumen-research.com and https://about.netflix.com .