Lumen Research, the attention technology company, has partnered with Netflix to launch a solution that helps advertisers understand how much attention their ads capture across Netflix’s ad-supported CTV, desktop and mobile inventory. The solution is available to clients in the UK, Germany, France, Italy and Spain who want to measure local or global campaigns.

The partnership gives Netflix advertisers access to an expanded omnichannel attention toolkit, powered by a real-world consented multi-channel eye-tracking dataset and machine learning attention models. Additionally, it offers a more comprehensive understanding of streaming ad campaign performance, as well as tools to optimise media budgets, invest in working media and achieve greater advertising effectiveness across all channels.

Mike Follett, CEO of Lumen Research, commented: “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.”

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Tags: advertising, Lumen, measurement. netflix