Teads has expanded its partnership with Lumen Research to add attention measurement to its connected television offering, giving it exclusive access to Lumen's CTV attention measurement for HomeScreen placements across the US, EMEA, APAC and Latin America.
The move extends an existing partnership focused on digital advertising environments and brings Lumen's measurement into Teads Ad Manager for CTV campaigns.
Advertisers have been looking for clearer ways to judge the performance of connected television campaigns as spending shifts towards streaming platforms. Teads cited Dentsu research showing CTV delivered a 3.2% long-term sales lift, while nearly half of marketers still struggled to assess its effectiveness.
Lumen uses eye-tracking data from consented users to model how long people look at advertisements across channels, formats and devices. Applying those models to Teads inventory is intended to give advertisers a broader view of engagement and help inform media and creative decisions.
The integration centres on a CTV HomeScreen attention prediction model developed by Lumen using MediaMento research conducted with Teads. The model is being applied first to HomeScreen placements, with in-stream measurement due later in the quarter.
Attention measurement for CTV HomeScreen is now available globally in Teads Ad Manager for both managed and self-serve campaigns. Teads is positioning the offering as part of a broader push to give advertisers a single view of attention across channels.
Measurement focus
The announcement reflects a wider debate in advertising over whether traditional measures such as reach and impressions are enough to explain campaign performance. Attention metrics have gained traction as brands and agencies look for indicators that link exposure to outcomes more directly, particularly in premium video and television-style environments.
Against that backdrop, Teads said its CTV HomeScreen campaigns have recorded about 5,300 Attention Per Mille on average - 173% higher than outstream video and 114% higher than YouTube.
Caroline Hugonenc, Senior Vice President, Data & Insights at Teads, outlined the company's rationale for broadening the partnership. "Attention is becoming an increasingly important signal of advertising quality because it helps marketers better understand the relationship between exposure and outcomes," she said.
"By expanding our CTV attention offering with Lumen, we're giving advertisers stronger signals to assess campaign effectiveness and optimize with greater confidence."
Lumen has built its business around attention measurement and modelling, and the Teads deal extends that approach deeper into connected television inventory. The company argues that CTV requires more refined measurement tools because viewing behaviour on larger screens differs from mobile and desktop environments.
Mike Follett, Chief Executive Officer of 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."
Broader push
The agreement also highlights competition among advertising technology groups to offer brands more unified reporting across channels. Agencies and advertisers have increasingly demanded comparable metrics to evaluate campaigns running across display, video, mobile and television-like formats.
By extending the same attention framework into CTV, Teads is seeking to reduce one of the remaining gaps in cross-channel reporting. For buyers, that could make it easier to compare placements and judge whether premium CTV formats attract more sustained viewer focus than other video options.
The product is intended to give advertisers a richer view of audience engagement, more accountable measurement and a stronger basis for planning and optimisation. In practical terms, the launch gives media buyers another dataset to use when deciding where to place budgets and how to assess creative performance across streaming environments.
Attention measurement for CTV HomeScreen is available globally in Teads Ad Manager for managed and self-serve campaigns, with in-stream measurement to follow later in the quarter.