Former Zeotap CCO Joins Lumen Research

In London, attention measurment specialist Lumen Research has appointed former Zeotap exec Matt Bennathan as Chief Commercial Officer (CCO).

Lumen began more than a decade ago by developing patented eye-tracking technology for creative attention studies, helping clients understand how consumers see advertising, both online and off-line. It has since evolved to focus on attention across all types of media, measuring when an ad is actually seen and for how long, and helping to turn this data into action. The firm's Attention Measurement Platform (LAMP) uses web camera eye tracking to record visual attention from panel participants, creating a training data set for machine learning models to score video and display media formats for attention metrics.

Bennathan (pictured) joins with more than 25 years' experience in marketing and ad tech: at Zeotap Data he led the building, selling and distribution of digital ad audiences, latterly in the CCO role to which he was promoted in January 2024. Earlier he was SVP of the firm's Global Data Business. Prior to Zeotap he spent four and a half years at Oracle, latterly as Senior Director, JAPAC and LAD, and earlier in his career he spent 4 years at eXelate and Nielsen (the former was bought by the latter in 2015), and he worked at Acxiom, and as Head of Customer Insight during a four-year spell at retail transaction data hub Transactis.

In his new role he takes global responsibility for partnerships, platforms, publishers and buy-side relationships across all products, leading the commercial growth of Lumen. Founder and CEO Mike Follett says, 'We are delighted to welcome Matt to the executive leadership team. His track record of delivery in marketing and advertising across insights, activation, measurement and optimisation is truly exceptional. With our clients and our people at the forefront of strategic execution, our values are perfectly aligned. We are very excited about continued success in 2025.'

The company is on the web at www.lumen-research.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.