Seenthis: SeenThis, the video advertising partner transforming how brands distribute video across the open web, has announced the next phase of its partnership with Lumen Research, the leading attention measurement company.

According to BERNAMA News Agency, the collaboration introduces a proprietary SeenThis attention model, supported by a custom Lumen attention measurement tag, delivering independently verified, real-time attention insights for agencies and brands. SeenThis Chief Executive Officer, Jesper Benon, stated that the partnership provides advertisers with verified insights into how attention is earned on the open web, allowing them to invest confidently where performance is proven.

Lumen CEO, Mike Follett, mentioned that the collaboration offers a new perspective on the drivers of attention by measuring the technology used to deliver video advertising. Follett highlighted that the impact of video load times on visual attention had never been measured before, despite being a common experience for users.

Through extensive in-market testing, SeenThis' adaptive streaming technology was shown to outperform legacy out-stream video across key attention metrics. This confirmed that the speed at which video advertising is delivered is a core driver of attention, with SeenThis' adaptive streaming providing faster and more efficient video delivery.

Initial testing indicated that campaigns powered by SeenThis' adaptive streaming achieved a 1,859 APM score (attention per 1,000 impressions), surpassing Lumen's benchmarks across all attention metrics, including APM, viewability, and in-view time. Integrated with Lumen's attention measurement tag, the new SeenThis attention model allows brands and agencies to measure and optimize attention using independently verified data within existing programmatic workflows.