Lumen Launches New Attention Measurement Solution for Advertisers with Netflix

Why It Matters

The solution gives advertisers quantifiable attention data on a major streaming platform, enabling smarter budget allocation and higher ROI in an increasingly fragmented media landscape.

Key Takeaways

• Lumen partners with Netflix for attention measurement.
• Solution covers CTV, desktop, mobile inventory.
• Available in UK, Germany, France, Italy, Spain.
• Uses largest consented multi‑channel eye‑tracking dataset.
• Optimizes media budgets and improves ad effectiveness.

Pulse Analysis

The rise of streaming has forced marketers to rethink how they measure ad impact. Traditional metrics like impressions and click‑through rates fall short when content is consumed on large screens without direct interaction. Lumen Research, a pioneer in eye‑tracking technology, addresses this gap by providing a scientifically grounded attention metric that translates visual focus into actionable insights. Their partnership with Netflix extends this capability to one of the fastest‑growing ad‑supported platforms, offering advertisers a more nuanced view of audience engagement.

Netflix’s ad‑supported tier now spans millions of households across CTV, desktop, and mobile devices, creating a rich, cross‑device inventory for brands. Lumen’s solution taps into the platform’s real‑world, consented eye‑tracking data— the largest of its kind— and applies award‑winning machine‑learning models to quantify attention in milliseconds. This granular view allows marketers to compare performance across formats, regions, and creative variations, delivering a unified, omnichannel attention score that complements existing viewability and brand‑safety metrics.

For advertisers, the practical benefit is clear: better data drives better spend. By understanding precisely how much attention an ad captures, agencies can reallocate budgets toward high‑impact placements, test creative more efficiently, and justify media investments with concrete attention‑based ROI. As the industry shifts toward performance‑driven streaming advertising, tools that translate eye‑tracking into business outcomes will become essential, positioning Lumen and Netflix at the forefront of the next wave of media analytics.