Does anyone know a good formula for comparing brightness of RGB color values?

Obviously, 0xCCCCCC is brighter than 0x333333. But one can't always infer that a larger number is brighter than a smaller: 0x330000 is a larger number, but much darker than, 0x00FFFF.

Would averaging (or simply adding) the three color components work, or is it more nuanced than that?

Thanks,
Jim
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