The integration extends an existing collaboration between the two companies that has previously focused on digital environments. With the expansion, Teads will scale Lumen’s attention measurement technology into CTV, providing advertisers with a unified view of attention across multiple channels through the Teads Ad Manager platform.

Under the agreement, Teads receives exclusive access to Lumen’s CTV attention measurement for its HomeScreen placement across the United States, Europe, the Middle East and Africa, Asia-Pacific, and Latin America.

The move comes as advertisers seek better ways to evaluate CTV performance. According to a study by Dentsu titled The Brand Reset, CTV delivered a 3.2% long-term sales lift—approaching that of linear television—yet 49% of marketers reported difficulties assessing its effectiveness.

Lumen’s technology uses proprietary, consent-based real-world eye-tracking data to model how audiences look at advertisements across channels, formats, and devices, including how long viewers engage with ads. Applied to Teads’ inventory, the technology aims to provide advertisers with deeper insights into audience engagement to inform media investment and creative strategy.

“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.”

According to Teads, CTV HomeScreen campaigns on its platform have shown strong engagement, averaging around 5,300 Attention Per Mille (APM), which the company said is 173% higher than outstream video and 114% higher than YouTube placements.

The integration is supported by what the companies describe as an industry-first CTV HomeScreen attention prediction model developed by Lumen and based on MediaMento research conducted with Teads.

Attention measurement for CTV HomeScreen placements is now available globally within Teads Ad Manager for both managed and self-serve campaigns, with InStream measurement expected to be introduced later this quarter.

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The agreement allows advertisers to access LG Ad Solutions’ native CTV formats, including HomeScreen placements on LG Smart TVs, through Teads’ platform. The partnership also covers multiple markets across Europe and APAC, with new territories including Italy, Greece, and Cyprus in Europe, while Vietnam and South Korea are part of a non-exclusive arrangement in Asia-Pacific.

Through the collaboration, advertisers can access inventory via Teads Ad Manager, which the companies describe as a unified entry point to global premium CTV supply. The offering also includes measurement capabilities and insights delivered through third-party partnerships.

“Renewing our global partnership with LG Ad Solutions and expanding into new markets accelerates our CTV strategy,” said David Kostman, CEO of Teads. “Together, we’re creating a dominant global CTV offering—combining premium, high-attention CTV HomeScreen inventory with Teads’ omnichannel platform to across Europe and APAC with unmatched quality and measurement.”

“Expanding our partnership with Teads allows us to bring LG Ad Solutions’ HomeScreen inventory to more markets,” added Serge Matta, President of Global Ad Sales, LG Ad Solutions. “Together, we’re making it easier for advertisers to access high-impact placements on LG Smart TVs and activate campaigns at scale.”

Moreover, the companies stated that the partnership combines LG’s CTV technology with Teads’ omnichannel capabilities to support campaign delivery on connected TV environments.

Research cited in the announcement, conducted with MediaMento Institute, suggests that HomeScreen placements may drive higher levels of attention compared to skippable formats. In a lab-based study involving 100 Smart TV viewers, HomeScreen video ads recorded a 48% attention rate, compared with lower engagement levels for skippable pre-roll formats. The study also found that 3D creative formats captured attention more quickly and sustained engagement for longer durations.

The expanded partnership reflects continued investment in CTV as advertisers seek greater reach and measurable outcomes across streaming environments.

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The initiative focuses on engaging parents around the challenges of infant sleep and daily routines. 

“For EQ Dry, it wasn’t just about driving awareness,” said Samwel Tan, media planner at UMWW. “It was about connecting with parents in the right moments, through the right message, and creating genuine attention that translates to trust.”

In order to execute the campaign, Teads implemented a contextual targeting strategy across its premium global publisher network, combining mobile and Connected TV (CTV) formats to deliver content in environments relevant to parents, such as parenting advice and wellness topics. 

The campaign also focused on maximising attentive engagement rather than relying solely on impressions, in line with Teads’ approach to driving brand lift and purchase intent.

Moreover, the campaign illustrates how brands in highly competitive categories can achieve emotional connection while maintaining performance metrics, using premium creative formats and precise targeting. For EQ Dry, the initiative reinforces its positioning as a brand supporting both infant comfort and parental reassurance.

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As part of the agreement, Teads will act as the exclusive local reseller in  Malaysia, the Philippines, Thailand, Vietnam, Hong Kong, and Taiwan for the 2026–2027 period, while the Indonesian market will be included on a non-exclusive basis. Samsung Ads will continue to handle the Singapore market directly.

The partnership enables advertisers to access Samsung Ads’ CTV native ad formats, providing opportunities to deliver brand-safe, viewable experiences at scale. 

Teads said the Samsung Ads offering supports advanced targeting and campaign planning, including dayparting, device and television model, screen size, newly activated devices, and internet service provider data. These capabilities aim to give advertisers greater control and insights to optimise campaigns within premium home environments.

Moreover, Samsung Ads CTV home screen advertising also supports a range of formats tailored to viewer behaviour and screen technology. Booking options through Teads include rotational placements for scalable reach, as well as roadblocks offering 100% Share of Voice for high-impact campaigns.

Emmanuel Fischmeister, SVP business development, APAC, Teads, said, “This partnership represents a powerful evolution of Teads’ omnichannel capabilities in APAC. By placing high-impact native ads directly on Samsung Smart TV home screens, we allow brands to show up in the new ‘front page of the living room,’ where discovery begins and decisions are made.”

Emmanuel added, “This pre-content moment delivers a uniquely high-value window for brands to connect with consumers when their attention, interest, and readiness to engage are at their strongest.”

Alex Spurzem, managing director ANZ & Oceania, Samsung Ads, also said, “Partnering with Teads across Southeast Asia markets as well as Hong Kong and Taiwan allows brands to tap into the strength of the Samsung Ads ecosystem with confidence and transparency. Together we are helping advertisers navigate a fast-evolving CTV landscape and look forward to working with brands to unlock a future-ready, data-rich and creative-first solution to capture consumer attention in the moments that matter.”

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Google TV’s Masthead placements allow advertisers to reach audiences in a premium viewing environment. The platform aggregates over 400,000 movies, shows, and content from more than 10,000 apps, with personalised profiles and recommendations for individual users. These features also aim to make content discovery more intuitive and create opportunities for HomeScreen placements to attract viewer attention.

The expansion is notable in APAC, where CTV adoption is growing rapidly, and streaming has become a primary form of content consumption. Markets including Australia, New Zealand, Japan, India, South Korea, Taiwan, and Southeast Asia represent opportunities for brands seeking large-format HomeScreen placements to reach engaged audiences.

“Our partnership with Google TV is designed first and foremost to drive impact for our clients,” said Simon Klein, SVP commercial strategy CTV at Teads. “Google TV offers exceptional reach and premium supply, and by pairing that with Teads’ creative and omnichannel capabilities, we’re able to bring brands a unique entry point that doesn’t just reach viewers – it commands attention and delivers premium quality.”

Teads also works with its in-house creative team, Teads Studio, to optimise campaigns across screens. The team has developed 3D creative formats for CTV HomeScreen placements, turning standard video assets into interactive experiences designed to enhance attention and recall. 

Since 2023, Teads has activated more than 4,000 CTV HomeScreen campaigns globally. Its HomeScreen inventory now reaches over 500 million unique devices, with campaigns run by brands including Cartier, Nestlé, and Air France.

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According to Teads, ‘Predictive AI’ combines creative analysis, data, and artificial intelligence to provide advertisers with early insights into how audiences may respond to ad content. The technology is built on models that draw from eye-tracking research and neuroscience data, including EEG studies. It evaluates creative performance across five areas: focus, cognitive demand, engagement, memory and impact. The platform generates an overall Impact Score alongside detailed metrics for each category.

Teads said the tool is intended to shift creative evaluation from a reactive, post-campaign process to a predictive one. The company added that this approach allows advertisers to make adjustments to messaging, design and storytelling prior to allocating media spend.

‘Predictive AI’ is offered through tiered service levels suited to various stages of asset development, from early concept testing to full creative analysis with heat maps and optimisation guidance. Insights can then be applied to assets activated through Teads’ advertising channels.

Sam Pattison, managing director for APAC at Teads, said, “We’re being challenged to show clients how new technologies can complement the great work we’ve been delivering across the region for over a decade. One of the core values driving the new Teads business is being ‘Human-driven, powered by AI.’ This product perfectly embodies that philosophy — it reflects how we’re evolving as a company and continuously bringing meaningful innovation to the market.”

Meanwhile, Abi Rhodes, vice president at Teads Studio APAC, added, “The Predictive AI model has empowered our Studio team to deliver even greater strategic value to clients across APAC. By enhancing creative asset evaluation and generating actionable insights, we’re able to fuse science with creativity — enabling robust analysis, smarter optimisation, and ultimately, stronger outcomes for our clients.”

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myTV SUPER reaches 2.7 million monthly active users, with strong penetration among family households and high-income consumers. This scale and engagement make the platform a key channel for brand storytelling in the home viewing environment.

“This partnership with Teads will create synergies to connect premium brands to premium audiences. We look forward to delivering elevated value to both our audiences and advertisers through this collaboration,” said Benjamin Li, controller (marketing & product development) at TVB & myTV SUPER. 

Under the partnership, Teads will serve as the exclusive reseller of the CTV Homescreen Canvas placement, covering both video and display formats. The company will also gain non-exclusive access to in-stream video inventory, creating additional opportunities for scalable premium media activation.

By integrating the Homescreen—the first touchpoint in the viewing journey—into its omnichannel platform, Teads allows advertisers to reach co-viewing audiences during high-attention moments in the living room.

Sam Pattison, managing director at Teads APAC, said, “At Teads we see the Homescreen as one of the best opportunities to engage premium audiences with best-in-class creative executions. This exciting partnership combines Teads’ creative capabilities with the power and scale of myTV Super, and provides exciting new opportunities to brands in Hong Kong.” 

“Partnering with myTV SUPER, one of Asia’s most successful local OTT platforms with over ten million registered users, marks a major step in expanding Teads’ premium CTV footprint. By exclusively monetising their homescreen inventory, we are bringing brands the ability to reach viewers at the most powerful entry point of the TV experience,” added Simon Klein, SVP of commercial strategy for CTV at Teads 

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Shifts in media consumption, platform fragmentation, privacy regulations, and heightened demand for personalisation are reshaping how campaigns are planned, executed, and measured. 

With emerging markets leapfrogging into mobile-first behaviours and mature economies pushing the boundaries of programmatic and data-led marketing, staying competitive requires more than regional presence — it demands deep market insight and agile execution.

For our latest What’s NEXT in Marketing 2025 interview, we recently spoke with Sam Pattison, managing director for Asia-Pacific at Teads to discuss how the recent Teads-Outbrain merger is a “game changer” for the advertising industry, the truth on a “cookieless” future for the industry, and what lies ahead for advertising in APAC this 2025 and beyond.

Barely scratching the surface of advertising innovations

For Sam, the term “barely scratching the surface” is still relevant for the advertising industry, especially for them at Teads. He even quipped that it is like “the catchphrase that keeps on giving,” because innovation in advertising never really stops.

For him, “scratching the surface” isn’t just a slogan—it’s a guiding philosophy that encourages the company to always push further.

“Even when we think we’ve kind of solved for something or we’ve got like very good, all of a sudden there’s a significant shift in the way the industry is or the businesses. And no matter how fast we move, how quickly we grow, there’s always more that we could be doing from an innovation standpoint,” he explains.

Given that the changes in the advertising industry revolve from new technologies, new regulations, as well as changing consumer behaviours–having a forward-thinking approach in the industry is important, as it acknowledges the fluidity of the current landscape, resulting in actively embracing a culture of “continuous reinvention” to stay ahead.

Teads-Outbrain merger: bringing together “best of capabilities”

Earlier this year, the merger between Teads and Outbrain was completed–worth $900m–creating more unified branding and performance solutions to form an omnichannel outcomes platform for the open internet.

For Sam, the merger enables the combined company to deliver seamless, cookie-less, full-funnel advertising solutions. Moreover, with a focus on performance, brand building, and the premium open web, he also states that the merger positions Teads as a clear alternative to social media and walled gardens.

“What we’ve really done is to bring together sort of the Teads that I’ve been a part of for a long time, which kind of offers the best like full funnel media, more in the kind of upper middle funnel, and then Outbrain who’ve really been specialists in performance-driven outcomes for a long time as well — under one kind of unified platform built for the open web and beyond that now,” he explained.

Sam also emphasises that the merger enables Teads to pivot even more confidently to cookie-less advertising models, more specifically using real-time contextual and attention signals, as well as moving away from third-party data dependency. 

For him, Teads aims to offer transparency, brand safety, and accountability, especially in trusted editorial environments.

“Moving into 2025 and beyond…there are a few things that I think are going to be extremely crucial and are solved — or we will try to solve — as part of the merger, which is that move from third-party data to things like real-time contextual and attention-driven signals, trying to give alternatives to walled gardens,” he said.

Same added, “This is something that clients continuously come to us and ask about: reaching high-quality audiences in more trusted environments, editorial environments, with more transparency.”

On a “cookieless” future for advertising 

The shift to “cookieless” solutions was something that Teads already had considered years ago, Sam stated, noting that they had been actively running cookieless campaigns since 2018.

He also mentioned that they have conducted over 2,000 head-to-head tests comparing cookie-based versus cookieless campaigns, stating, “Whether it’s upper funnel branding metrics or more hardcore media metrics, the performance holds. In fact, in some cases there’s a slight increase in cookieless outcomes, but it’s negligible. And I guess that’s the point: clients want to know that removing cookies doesn’t remove performance, and we’ve shown that it doesn’t.”

Whether the cookies are going away or not, Sam states that brands should still future-proof their advertising solutions, adding, “The ecosystem is changing—with privacy, with regulations, with the growth of iOS and Firefox—and advertisers are already losing half their audience by relying on cookies anyway.”

In terms of sustainability in the industry, Sam states that it isn’t all about carbon measurement but also sustainable KPIs, sustainable ecosystems, attention, and context.

“Whether it’s performance marketing or full-funnel, it shouldn’t really matter. We have scalable options, and you don’t need cookies to deliver anymore,” he added.

Trends shaping APAC’s advertising scene.

Sam highlighted how dynamic and diverse the APAC advertising landscape truly is. While AI and digital transformation continue to grab headlines, Sam says the most dominant concern among marketers in the region is something deceptively simple: ROI. 

“Whether it’s a full-funnel brand campaign or a lower-funnel performance push, advertisers across APAC are increasingly demanding concrete results,” he says.

Another major shift is the surge of connected TV (CTV) adoption in countries like Australia, India, and South Korea. In response to this, Teads is capitalising on this trend not just through traditional OTT, but by integrating directly with smart TV home screens via partnerships with LG, Samsung, and Vida. 

For them, this allows advertisers to reach audiences in previously inaccessible, premium digital spaces—especially those who have moved away from linear television entirely.

Looking ahead, Sam paints a clear and compelling vision of where Teads is going: they aim to be the go-to platform for the premium open internet. But as he points out, the definition of “open internet” has changed. It’s no longer just websites and mobile apps — it now includes CTV, mobile native, display, interactive environments, and even emerging touchpoints like electric vehicle screens.

Moreover, Teads’ long-term strategy is rooted in unifying these channels under one flexible platform, allowing marketers to run contextually relevant, attention-based campaigns that reach users across devices, formats, and moments.

“Advertisers have been stuck choosing between high performance and high transparency. What we’re building at Teads is a platform where you don’t have to make that trade-off. The open internet is no longer just a backup plan to social — it’s the main stage for storytelling, performance, and accountability,” he concluded.

Check out the highlights of the interview in our YouTube video below. For the full version of this topic, head over to our official Spotify and check out the full conversation.

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To sharpen creative performance, dentsu X leveraged Teads’ AI-powered neuroscience tools—developed with Neurons—to anticipate how audiences would interact with the campaign content. Teads also incorporated real-time attention metrics from Lumen Research into its proprietary Teads Ad Manager (TAM), enabling brands to access privacy-safe insights for smarter media planning in a cookieless world.

“As media planners, we’re constantly seeking ways to bridge data with human behavior. Predictive attention tech lets us plan with foresight—shaping campaigns around how people actually engage, not just what they see,” said Kitty Kwan, planning director at dentsu X.

Chrystal Ng, insights director at Teads APAC, noted the strategic value of the approach: “In today’s fragmented media landscape, attention is emerging as a powerful metric for brand-building. It goes beyond viewability to reveal true consumer engagement for brands such as Asahi, helping marketers craft more resonant campaigns and drive stronger brand outcomes at scale.”

Jenny Yeung, head of marketing at Asahi Hong Kong, highlighted the broader brand ambition behind the campaign, stating, “This campaign underscores our commitment to innovation and our drive to create unique value while fostering meaningful connections with our consumers, all in alignment with our long-term vision.”

The campaign rollout is part of dentsu X on how it is positioning attention—not just impressions or viewability—as the new currency of media effectiveness. The initiative is part of the broader Attention Economy project, a core element of dentsu’s long-term strategy, which has revealed that attention is 1.4 times more predictive of brand recall than traditional viewability standards.

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The feature, powered by Lumen Research, enables advertisers to track how users interact with creative assets in real time. By activating the “Attention” function, campaigns are automatically tagged with Lumen’s proprietary technology, offering a cookieless and privacy-first way to gauge ad effectiveness — particularly for upper- and mid-funnel branding campaigns.

Since its global rollout, the tool has seen strong adoption as brands seek more accurate metrics beyond standard viewability. It is available at no additional cost within TAM and is designed to integrate easily into campaign setup.

Caroline Hugonenc, SVP research and insights at Teads, shared, “We’re proud to bring Lumen’s attention measurement capabilities to our clients in Hong Kong and Taiwan through Teads Ad Manager. These two markets are vibrant, fast-evolving, and rich with innovation — and now, advertisers here can measure attention seamlessly and at no additional cost. This is a meaningful step in expanding our global attention programme, and we’re looking forward to uncovering actionable insights and building regional best practices in attention-driven advertising. ”

Christopher Maksymuk, managing director for North Asia at Teads, added, “Attention metrics are now a key must-have for brands seeking a transparent picture on which to base their media investment strategy. The introduction of the Teads attention offering in traditional Chinese brings unparalleled ease in gaining deeper insights into local audiences’ behaviours.

He continued, “The Lumen/Teads partnership has proven success over 10,000 campaigns across 30 markets, so I’m extremely excited that this is now available in traditional Chinese and the full power of this product can be leveraged by our local agencies & clients.”

To assess its effectiveness locally, Teads and Lumen tested two ad formats — vertical video and square display — across traditional Chinese publisher sites. Both formats outperformed global norms in Attention Per Mille (APM) and %Viewed metrics. Vertical Video achieved a 48% viewed rate, 50% above the Lumen global norm, and an APM score of 1,682 — 121% above the global average. Static Display also exceeded benchmarks, with a 31% viewed rate and an 11% higher APM than global video norms.

Teads said the findings support the use of vertical formats for greater impact in visually dense environments. The company’s local teams in Hong Kong and Taiwan are working with advertisers on implementation, testing, and optimisation. The attention measurement feature is currently available for branding campaigns only.

Mike Follett, CEO and co-founder of Lumen Research, said, “Vertical video is taking over the internet – it’s everywhere, and it’s great to see Teads’ vertical video solutions perform as strongly in the Chinese market as they do the world over. This study proves that Teads vertical video formats get noticed by more people and for a longer time than equivalent media inventory.”

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