Does Evolution Explain the Adoption of Attention Metrics?

By Mike Follett, CEO at Lumen Research

People often describe attention as the next evolutionary stage in media metrics. From the Stone Age data of impressions, to the Axial insights of viewability, and on to the modern world of measuring what matters. 

But what if we took the evolutionary language seriously? Michael T. Hannan’s Population Ecology framework applies the logic of Darwin to the messy world of business.

Hannan originally applied population ecology—a concept borrowed from biology—to business situations to explain how organizations survive, thrive, or fail in complex environments. His approach focuses on how environmental conditions shape the success of organizational populations, emphasizing environmental fit, structural inertia, and legitimacy as key drivers of survival and success. By shifting focus from individual adaptation to the broader forces of selection, Hannan’s thinking helps us see why some innovations succeed while others fall by the wayside.

Using this lens, it’s clear why attention metrics have gained traction.

• First, environmental fit is crucial. The advertising world is shifting from outdated metrics like clicks and impressions to measures that reflect genuine consumer engagement. Advertisers are demanding clarity, trust, and ROI—and attention metrics deliver exactly that. At Lumen Research, we’ve aligned ourselves with the changing ecosystem, offering tools that resonate in a world where meaningful engagement matters more than ever.
• Second, structural inertia explains why traditional metrics are falling behind. Legacy measurement systems, built for a simpler media landscape, struggle to adapt to the complexities of today’s digital-first, multi-platform world. By contrast, Lumen’s attention metrics were designed from the ground up to embrace innovation, agility, and relevance.
• Finally, legitimacy has been key to our growth. Attention metrics are no longer a niche concept—they’re becoming the industry standard. With support from global advertisers, publishers, and platforms, we’ve built trust in the science behind our solutions, demonstrating their power to drive real results.

The future of advertising belongs to those who pay attention—literally. We’re proud to play a role in this evolution, ensuring the metrics of tomorrow are as meaningful as the messages they measure.

Sources:

Hannan & Freeman’s 1977 paper: http://www.iot.ntnu.no/innovation/norsi-pims-courses/harrison/Hannan%20&%20Freeman%20(1977).PDF