Singapore – Teads has expanded its partnership with Lumen Research to introduce attention measurement capabilities across its connected TV (CTV) offering, aiming to give advertisers greater insight into campaign engagement across channels.
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.
