Havas Media feeds attention data into planning tools globally

In brief

Havas Media Group has begun feeding attention data into its media-planning tools on a global scale as part of its partnership with Lumen Research.

It has expanded Converged, its global identity-based audience planning platform, with two tools: Meaningful Media Planner, which uses attention data from Lumen eye-tracking panels, and the Meaningful Social Matrix which measures social ad placements by their attention in relation to cost and brand suitability.

The agency group said its commitment to attention has complemented efforts to improve sustainability and return on investment for media buying by reducing tech fees and working with fewer intermediaries.