Lumen combines Avocet’s demand-side platform and Lumen Research’s eye-tracking technology to measure and model consumer attention to advertising. The company provides brands with an eye-tracking panel that records attention signals and creates predictive models to optimize media buying and bidding. Media buyers including Dentsu and Havas already access its services, and the team emphasizes incrementality as a buying metric to identify which conversions are caused by advertising. Management says the product can be used to optimize bidding through the Avocet DSP and address the impending decline of third-party cookies. Lumen is using a recent investment to pursue U.S. expansion and to scale its attention-measurement wares. Financially, the company secured a £3 million ($3.5 million) investment led by FirstPartyCapital to support these plans.

Total raised

$4M

Funding rounds

1

Latest round

Equity

Latest activity

Nov 2022