"In what is being described as a world-first, eye-tracking specialist Lumen Research is to begin measuring the effectiveness of online display ads - by tracking the subconscious path of human eyeballs - and setting up a large scale home panel to boot.

Speaking at Mediatel's Future of Media Research conference on Tuesday (10 March), Lumen founder Mike Follett described what could be a giant leap for media research as the company looks to transform our understanding of online ad engagement..."