Lumen Research
Lumen Research is a London-based attention technology company that uses webcam-based eye-tracking and a PwC-validated predictive model to measure whether digital ads are actually seen. It sells attention measurement software (LAMP), attention-optimized private marketplaces, and licensing to enterprise brands, agencies, and ad platforms globally.
- Company typePrivate
- Founded2012
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Lumen Research does
Lumen Research Ltd is a London-headquartered attention technology company founded in 2012 by CEO Mike Follett. It operates the world's largest webcam-based eye-tracking panel, having captured over 650,000 real-world sessions across 50+ countries, which trains a PwC-validated predictive attention model that estimates whether a digital ad impression will actually be viewed and for how long. Its core technology stack centers on the Lumen Attention Measurement and Planning Suite (LAMP), a real-time dashboard that applies the predictive model to impression-level data (domain, format, page geometry, scroll speed, viewability, time-in-view) to compute 'attentive seconds' and the metrics APM (Attention Per Mille) and aCPM (attentive cost per mille), which act as a common currency for comparing attention quality across channels.
Its product surface spans measurement (LAMP, Attention Review, Lumen Attention Tag), activation (Attentive Private Marketplaces (aPMP), Lumen Attention Algorithm for programmatic bidding, and the performance-based Lumen Loop), and professional services (custom eye-tracking studies via SPOTLIGHT, creative consulting, attention-first media buying, and a Scope3 carbon measurement add-on). The company also holds EU patent EP3861424B1 covering its end-to-end webcam-based eye-tracking data collection method on mobile and desktop.
Lumen operates a sales-led, B2B enterprise go-to-market, monetizing through software subscriptions to LAMP, transaction fees embedded in programmatic aPMP deals distributed through DSP/SSP partners (The Trade Desk, Criteo Commerce Grid, Nexxen, The MediaGrid), licensing and white-label royalties (most notably IAS's Quality Attention product, plus LG Ad Solutions for CTV), and bespoke eye-tracking research and consulting engagements. Customer evidence spans CPG, beverage/alcohol, telecom, retail, QSR, technology (HP), and pharmaceuticals (Sanofi); partner evidence includes IAS, The Trade Desk, Criteo, Teads (exclusive CTV HomeScreen), Snapchat, LG Ad Solutions, Nexxen, TVision, Dentsu, IPG Mediabrands, and Co-op. The company is privately held, received a £3 million seed round from FirstPartyCapital in November 2022 to fund its merger with Avocet, and has expanded into the US and EMEA.
Lumen Research firmographics
Firmographics- Name
- Lumen Research
- Legal name
- Lumen Research Ltd
- Website
- https://lumen-research.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lumen Research is a London-based attention technology company that uses webcam-based eye-tracking and a PwC-validated predictive model to measure whether digital ads are actually seen. It sells attention measurement software (LAMP), attention-optimized private marketplaces, and licensing to enterprise brands, agencies, and ad platforms globally.
- Ownership category
- akta.pro rank
Lumen Research industry classification
Industry- Product category
- Advertising Attention Measurement
- NAICS
- Marketing Research and Public Opinion Polling (54191), Management Consulting Services (54161)
- SIC
- Services-Advertising (7310), Services-Management Consulting Services (8742)
- akta.pro primary industry
- Market Research, Analytics & Consumer Insights (BPAFAAAM)
- akta.pro secondary industries
- Social & Digital Insights (Social Listening, Online Community Research) (MPAAALAK), Competitive & Market Intelligence (Competitive Tracking, TAM/SAM/SOM) (MPAAALAL), Competitive Intelligence & Benchmarking (BPAHALAB)
Keywords
Where Lumen Research is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Lumen Research business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Attention Measurement Software (LAMP): Lumen provides its Lumen Attention Measurement Platform (LAMP) as a software tool for real-time campaign measurement. Brands and agencies pay for access to the dashboard, attention tags, and reporting capabilities. Revenue is generated through subscriptions or usage-based contracts with enterprise clients. The platform is also white-labeled through partners like IAS (IAS Quality Attention product) and integrated natively into DSPs like The Trade Desk.
- Attentive Private Marketplaces (aPMP) - Programmatic Media Buying: Lumen curates attention-optimized private marketplace deals for programmatic advertising. The aPMP solution is distributed through DSP partners (Criteo Commerce Grid, The Trade Desk, Nexxen) and SSP partnerships (The MediaGrid). Revenue is generated through fees bundled into programmatic media buys or charged as a platform fee for attention-optimized supply paths.
- Custom Attention Studies and Consulting: Lumen conducts custom eye-tracking research studies for brands and agencies, including creative testing, media environment analysis, and channel-specific attention measurement. Studies are commissioned for specific campaigns, platforms, or research initiatives. Examples include in-game advertising studies with Dentsu, audio attention studies, CTV studies, and OOH pre-testing tools.
- Licensing and White-Label Partnerships: Lumen licenses its attention technology and predictive models to third-party platforms. The most prominent example is IAS's Quality Attention product, which uses Lumen's eye-tracking data and attention model. LG Ad Solutions integrates Lumen Attention Tags directly into CTV ads in EMEA. This creates licensing revenue from technology partnerships.
Go-to-market motion1 record
Distribution channels7 records
Marketing channels6 records
Lumen Research product offering
Product offeringCore offering
Lumen Research operates the world's largest webcam-based eye-tracking panel (650,000+ real-world sessions) and applies its data to train a PwC-validated predictive attention model. It sells a software platform (LAMP) and attention-optimized programmatic supply (aPMPs, Lumen Loop) that let enterprise advertisers and agencies measure, plan, and buy media based on whether impressions are actually seen rather than merely viewable.
Product overview
Lumen Research operates as an attention technology company offering a unified platform centered on the Lumen Attention Measurement and Planning Suite (LAMP). The portfolio includes measurement tools (Lumen Attention Measurement Dashboard, Attention Review, Lumen Attention Tag), activation products (Attentive Private Marketplaces, Lumen Attention Algorithm, Lumen Loop), and services (Media Buying, Creative Consulting). Key differentiators include proprietary webcam-based eye-tracking technology, a PwC-validated predictive attention model built from 650,000+ real-world sessions, and partnerships with major platforms including The Trade Desk, Snapchat, Teads, and Criteo for programmatic attention-first buying.
Differentiator
Problem solved
Functional benefit
Brands
- LAMP (Lumen Attention Measurement and Planning Suite): The Lumen Attention Measurement and Planning Suite - technology platform for measuring attention from ad campaigns
- Lumen Loop
- Attention Review
- SPOTLIGHT
- aPMP (Attentive Private Marketplaces)
Products and services
- Lumen Attention Measurement and Planning Suite (LAMP)
Quantifiable outcome
- Up to +441% higher conversions and 58% lower cost-per-action using the Lumen Loop attention targeting solution
- +7 more outcomes
Companies that use Lumen Research
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
Lumen Research technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
AI capability7 records
Feature7 records
Lumen Research partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered flagship, core and minor.
- TeadsflagshipTeads expanded its partnership with Lumen Research to introduce attention measurement across its Connected TV (CTV) offering. Teads received exclusive access to Lumen's CTV HomeScreen attention measurement for HomeScreen placement across US, EMEA, APAC, and LATAM regions. The integration uses Lumen's eye-tracking data from 50+ countries to create attention models predicting how people view ads across channels and formats. Teads reports approximately 5,300 Attention Per Mille on average for its CTV HomeScreen campaigns.
- Snapchat and WPP MediaflagshipSnapchat joined forces with global media agency WPP Media and Lumen to produce 'Attention Advantage,' India's largest multi-platform attention study. The research reevaluates digital advertising with new attention metrics (APM and cost per APM) and explores how attention drives business growth and brand impact for Gen Z audiences. The study found that a 5% increase in attention can lead to up to 2X gains in brand perception.
- IPG MediabrandscoreLumen Research announced an EMEA partnership with IPG Mediabrands, making Lumen's attention technology available to IPG Mediabrands' agency clients across the EMEA region. This partnership expands Lumen's agency distribution network in Europe, Middle East, and Africa.
- The Trade DeskflagshipLumen announced native billing integration with The Trade Desk, enabling The Trade Desk users to activate attention-first measurement for display and video ad groups directly within the TTD platform. Users can toggle Lumen's attention metrics on/off across campaigns with a single click via 'Manage Fees & Rates' in the Ad Group tab. This is a significant distribution partnership making Lumen accessible to all The Trade Desk enterprise customers.
- LG Ad SolutionscoreLG Ad Solutions partnered with Lumen Research and TVision to help advertisers measure attention on ads served on LG televisions. LG is one of the first TV manufacturers to integrate the Lumen Attention Tag directly within its CTV ads in EMEA. The partnership enables advertisers to understand the impact of their CTV ads based on attention metrics including viewable impressions, average view time, and attentive cost per 1000 impressions.
- DentsuflagshipDentsu partnered with Lumen Research for gaming and advertising attention studies, audio attention research, and its broader Attention Economy research program. Dentsu's Attention Economy (celebrating its fifth anniversary since 2018) is the industry's first attention-focused study and the world's largest in scale. Studies covered livestreaming on Twitch, rewarded video with Activision Blizzard, intrinsic in-game advertising with Anzu, and audio formats across podcasts, radio, and music streaming. Dentsu led the research methodology design and co-published findings with Lumen.
- Integral Ad Science (IAS)flagshipLumen partnered with IAS to launch 'Quality Attention,' the first product to unify media quality metrics and eye-tracking data with machine learning. Lumen's eye-tracking technology and attention data power IAS's predictive attention model, which provides advertisers with transparent attention scores tied to business results. The partnership enables IAS's global customer base to access Lumen's attention technology through IAS's platform. Research shows up to +130% lift in conversion rates using high attention impressions.
- NexxencoreNexxen partnered with Lumen Research and TVision to deliver the first omnichannel Attention Measurement solution to advertisers across CTV, online video, and display. Nexxen distributes Lumen's Attentive Private Marketplaces (aPMPs), including the first aPMP available for CTV, through its end-to-end advertising platform and DSP. The partnership encompasses pre-campaign planning, activation via aPMPs, and measurement through Lumen's dashboard.
- CriteocoreLumen launched its Attentive Private Marketplaces (aPMP) with Criteo Commerce Grid, enabling advertisers to buy attention-first inventory programmatically through Criteo's supply paths. Case studies with Criteo showed a major telco achieved 8X higher conversions and a CPG brand achieved +21% ROAS using Lumen aPMPs through Criteo.
- The MediaGridminorLumen launched its Attentive Private Marketplace (aPMP) solution in partnership with The MediaGrid, expanding the distribution of its attention-optimized private marketplace deals through The MediaGrid's supply-side platform and monetization tools.
- PwCcoreLumen commissioned PwC to conduct an independent review and audit of its Lumen Attention Measurement Platform (LAMP). PwC reviewed Lumen's attention prediction methodology across global and domain models, assessing datasets and calculations used to verify correlation between attention and click-through rate and conversion versus viewability. PwC validated that Lumen's model correctly predicts whether an impression will be viewed 70% of the time, making Lumen the first attention technology product assessed by PwC.
- TVisioncoreLumen Research and TVision announced a global partnership to deliver omnichannel Attention Measurement solutions to advertisers across CTV, online video, and display. The partnership combines TVision's CTV and linear TV attention panels with Lumen's digital attention metrics, enabling advertisers to compare CTV environments with other advertising channels using one set of cross-media metrics.
- AvocetcoreLumen Research merged with Avocet (an adtech developer) to form a new unified company called Lumen. The merger combined Lumen's attention measurement technology with Avocet's platform capabilities to create a stronger offering in the attention measurement space. The combined entity aims to pioneer a new category in attention measurement.
- IPSOScoreLumen partnered with IPSOS MORI to understand what makes certain ads earn a 'disproportionate share of attention.' The joint report 'Attention 2.0' revealed that 82% of digital ads go unseen and explored what distinguishes the ads that do get attention. Findings were presented at Ad:Tech and informed Lumen's creative effectiveness methodology.
Scale indicators10 records
Recent moves8 records
Expansion highlights6 records
Lumen Research competitors and assessment
Company assessmentDirect peers
- Amplified Intelligence: Australia-based attention technology company offering a predictive attention media planning platform (Focus) for digital advertising. Direct competitor targeting the same brand and agency buyers with comparable attention scoring and activation tools.
- Realeyes: UK-based attention measurement company using webcam-based facial coding and eye tracking to predict ad effectiveness. Competes with Lumen in providing biometric attention insights to enterprise advertisers and agencies.
- TVision: Attention measurement company focused on CTV and linear TV viewing attention panels. Both a partner (TVision/Lumen/Teads/Nexxen) and a competitor in cross-channel attention measurement, particularly for TV inventory.
- Adelaide: Provider of AU (Attention Unit) metrics and attention-based media quality scoring for programmatic advertising. Directly competes with Lumen in attention measurement currency for programmatic buying.
- Playground XYZ (GumGum): Attention analytics platform (now part of GumGum) measuring how long and where consumers view digital ads. Lumen's own new Commercial Director Ben Dimond previously led this business, signalling direct category overlap.
- MediaScience: Research firm running lab-based and in-home eye-tracking and biometric studies on advertising. Comparable research methodology for measuring ad attention across formats.
Broad incumbents
- Integral Ad Science (IAS): Large media quality and ad verification company. White-label partner via IAS Quality Attention (powered by Lumen), but also a broader incumbent whose own attention and viewability products overlap with Lumen's at the enterprise level.
- DoubleVerify: Global leader in media effectiveness, fraud, and brand safety measurement. Competes with Lumen indirectly through its attention and viewability products aimed at the same advertiser and agency buyers.
Emerging players
- System1: Creative effectiveness measurement company using emotional response and star ratings to score ads. Partnered with Lumen (JCDecaux OOH study), and competes adjacently for advertiser attention-effectiveness budgets.
Others
- Scope3: Carbon measurement and emissions platform for digital advertising. Lumen's partner for the Scope3 Carbon Measurement Tool, enabling advertisers to combine attention and sustainability metrics in campaign planning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Lumen Research social profiles
Digital presenceLumen Research compliance and trust
Trust signalCompliance2 records
Lumen Research financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lumen Research leadership team
Management profileNumber of profiles
Profiles11 records
Lumen Research funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lumen Research M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lumen Research
What does Lumen Research do?
Lumen Research operates the world's largest webcam-based eye-tracking panel (650,000+ real-world sessions) and applies its data to train a PwC-validated predictive attention model. It sells a software platform (LAMP) and attention-optimized programmatic supply (aPMPs, Lumen Loop) that let enterprise advertisers and agencies measure, plan, and buy media based on whether impressions are actually seen rather than merely viewable.
Is Lumen Research a public or private company?
Lumen Research is a private company. It is classified as venture growth investor backed and is currently operating.
When was Lumen Research founded?
Lumen Research was founded in 2012. It employs 11 to 50 people.
Where is Lumen Research based?
Lumen Research is headquartered in London, United Kingdom, in the Europe region.
How does Lumen Research make money?
Four revenue lines are on record. Attention Measurement Software (LAMP) is the primary driver. The others are attentive Private Marketplaces (aPMP) - Programmatic Media Buying, custom Attention Studies and Consulting and licensing and White-Label Partnerships.
Who are Lumen Research's main competitors?
Direct peers on record are Amplified Intelligence, Realeyes, TVision, Adelaide, Playground XYZ (GumGum) and MediaScience. Broad incumbents are Integral Ad Science (IAS) and DoubleVerify. System1 is listed as an emerging player. Scope3 is listed as an others.
Does Lumen Research have an API?
No public API is recorded for Lumen Research.
What industry is Lumen Research in?
Lumen Research's product category is Advertising Attention Measurement. Its primary akta.pro industry code is BPAFAAAM, Market Research, Analytics & Consumer Insights, with a secondary code of MPAAALAK, Social & Digital Insights (Social Listening, Online Community Research). Its NAICS code is 54191 and its SIC code is 7310.