Teads (NASDAQ: TEAD), the omnichannel outcomes platform, announced the expansion of its partnership with Lumen Research, the global attention technology company, to introduce attention measurement across its CTV offering. Following years of success in digital environments, Teads is bridging the media measurement gap by scaling its partnership with Lumen into the CTV space and building on its existing attention capabilities in Teads Ad Manager. The agreement provides Teads with exclusive access to Lumen’s CTV attention measurement for the HomeScreen placement across the US, EMEA, APAC, and LATAM.
The announcement comes as advertisers look for stronger ways to evaluate CTV. In Dentsu’s The Brand Reset study, CTV delivered 3.2% long-term sales lift, approaching linear TV. Yet 49% of marketers said they still struggle to assess its effectiveness, driving demand for signals that better reflect media quality and inform investment decisions.
Lumen uses proprietary real-world eye-tracking consented data to create attention models that predict how people look at ads across different channels, formats, devices and for how long. Applied to Teads’ premium inventory, this gives advertisers a clear view of engagement to inform media decisions and creative strategy. The integration is supported by an industry-first CTV HomeScreen attention prediction model from Lumen, built on MediaMento research conducted with Teads.
“Attention is becoming an increasingly important signal of advertising quality because it helps marketers better understand the relationship between exposure and outcomes,” said Caroline Hugonenc, SVP, Data & Insights at Teads. “By expanding our CTV attention offering with Lumen, we’re giving advertisers stronger signals to assess campaign effectiveness and optimize with greater confidence.”
Mike Follett, CEO at Lumen Research, said: “As the streaming space continues to evolve, advertisers need more precise ways to understand how audiences engage with their ads on the big screen. The expansion of our partnership with Teads helps bring that visibility to premium CTV environments and adds a valuable new layer of measurement, empowering advertisers to make more effective media investment decisions.”
Teads’ CTV HomeScreen campaigns are already demonstrating strong engagement, with ~5,300 Attention Per Mille (APM) on average, 173% higher than outstream video and 114% higher than YouTube, highlighting the format’s ability to hold viewer focus in high-impact environments.
For advertisers, this brings:
- A richer view of audience engagement, with greater visibility into how campaigns perform on CTV
- More accountable measurement, helping advertisers connect premium exposure with signals of quality and effectiveness
- A stronger foundation for planning and optimization, supporting smarter decisions across media, creative, and outcomes
Availability
Attention measurement for CTV HomeScreen is available now globally in Teads Ad Manager for managed and self-serve campaigns, with InStream measurement to follow later this quarter.
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Disclaimer: Information mentioned here has not been verified or endorsed by Agency Reporter and is in accordance with the press release shared by the company or their appointed representatives
