For the first time, we now have a common currency of attention across — and within — all the major media that allows for true like-for-like comparison.

Our understanding of attention can be transformed and improved when describing the concept in other languages. 

Lumen Research’s Mike Follett explains attention is not trying to “sucker” anyone and advocates for a growth mindset.

We have become used to talking about an ‘attention economy’, but perhaps we should think more of the ecology of attention.

Attention science tells us that attention is for selection for action: it’s about keeping us alive, writes Mike Follett.

When agencies negotiate a ‘cost-per-thousand’ with publishers, we should ask ‘cost per thousand what?’

Most ads get glanced at rather than pored over. So why doesn’t the creative or media-buying reflect how people actually interact with media?

Partner Content: Mike Follett, Managing Director of Lumen Research, asks is it possible to ensure – or even insure – attention to ads?

We will never ‘solve’ attention, or advertising. But we can learn more by acting in the world than by merely observing it. 

Partner Content: As we wave goodbye to the cookie, attention data is gaining more importance, writes Lumen’s MD.