Attention measurement company Lumen Research has merged with adtech developer Avocet.
The merger formalises the long-standing partnership between the two companies; the pair worked to develop the Lumen Attention Measurement Platform (LAMP) suite of tools.
In addition, strategic investor FirstPartyCapital is leading a £3m funding round to help the company drive expansion across the US and Europe.
The funding will be used in part to hire four new individuals in the US, including a new team operating out of New York to complement Lumen’s existing presence in San Francisco.
The new company will simply be known as Lumen.
