Periodic Reporting for period 1 - ATOM (Attention to Marketing (ATOM): Application of eye-tracking to the online market for advertising)
Reporting period: 2015-07-01 to 2015-10-31
The key objectives of this action were
- to understand the nature of the programmatic market in digital advertising and the opportunity for eye tracking to improve and disrupt the functioning of that market;
- to assess the size, composition and technical challenges of running a large-scale digital panel in order to obtain data of sufficient depth and reach to develop alternative approaches to programmatic ad buying.
- Workstrand 1: Business model development
- Workstrand 2: Technical specification of large scale panel and data collection
As a result of the research funded by the SMI Instrument Phase 1 grant, the Lumen management team have decided to progress the ATOM project further . However, as a result of the research undertaken for this project, the Lumen management team have refined the company’s business plan, making important refinements to the go-to-market strategy that will help promote Lumen’s next stage of development.