Observed Signal · May 6, 2026 · Partnership · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
Teads and Lumen Expand Attention Measurement to CTV
On 2026-05-06 Teads expanded its partnership with Lumen Research to introduce attention measurement across Teads’ Connected TV (CTV) offering. Lumen applies proprietary, consented real-world eye‑tracking data and attention models — including an industry-first CTV HomeScreen attention prediction model built with MediaMento research — to predict how viewers look at ads across screens. The integration gives advertisers visibility into engagement on Teads’ premium CTV inventory and is available now for HomeScreen campaigns in Teads Ad Manager globally (US, EMEA, APAC, LATAM); InStream measurement will follow later this quarter. Teads reports HomeScreen averages of ~5,300 Attention Per Mille (APM), outperforming outstream and YouTube benchmarks, and positions the measurement as a signal to improve planning, optimisation and accountability for CTV investment.
Adds standardized attention measurement to CTV inventory and a new HomeScreen prediction model, improving advertisers' ability to evaluate and optimise CTV campaigns across major regions; relevant but not industry-shifting.
Track Teads Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Teads expanded its partnership with Lumen Research to add attention measurement across its CTV offering.
- Lumen supplied an industry-first CTV HomeScreen attention prediction model built on MediaMento research conducted with Teads.
- Teads has exclusive access to Lumen’s CTV HomeScreen attention measurement across the US, EMEA, APAC and LATAM.
- Attention measurement for CTV HomeScreen is available now in Teads Ad Manager for managed and self-serve campaigns; InStream measurement will be added later this quarter.
- Teads reports CTV HomeScreen campaigns average ~5,300 Attention Per Mille (APM), 173% higher than outstream video and 114% higher than YouTube.
Connected Companies & Entities
5 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Teads integrates attention measurement into CTV
Teads has expanded its partnership with Lumen Research to integrate attention measurement into its Connected TV (CTV) offering. Under a global agreement, Teads gains exclusive access to Lumen’s attention measurement for CTV home‑screen placements across EMEA, the US, APAC and LATAM. The attention data — based on Lumen’s eye‑tracking‑derived models and a jointly developed CTV home‑screen attention‑prediction model — will be integrated into the Teads Ad Manager and made available for both managed and self‑serve campaigns. Teads plans to extend the integration to instream formats later in the quarter. The move aims to provide advertisers with more unified quality metrics for evaluating CTV campaigns amid ongoing measurement challenges in the channel.
Teads Integrates with Koddi Commerce Media Infrastructure
Teads and Koddi have announced a new integration connecting Teads' Ad Manager with Koddi's commerce media infrastructure. This partnership enables advertisers to purchase onsite retail inventory from Koddi networks in the US and Europe, including Sponsored Product Ads and display placements on merchant and commerce platforms. The integration uses the OpenRTB standard to facilitate automated exchange between demand and sell sides, eliminating the need for proprietary integrations between Teads and individual retailers. Networks such as Wolt Ads, Gopuff UK, and Hopper are among those connected. Retailers retain control over inventory, pricing, and quality standards through Koddi's SSP. This move expands Teads' programmatic retail media offerings, allowing advertisers to plan and activate retail media alongside other channels within the Teads Ad Manager.
CTV Advertising Guide 2027 Now Available for Download
VideoWeek has announced the availability of the CTV Advertising Guide Europe 2027, a free resource providing insights into the rapidly evolving CTV advertising market in Europe. The guide includes landscape maps for five European markets, an interview with Lisa Rousseau from Prime Video Advertising, and market data from IAB Europe and EMARKETER. It also features contributions from major industry players such as Netflix, Disney, Teads, ITV, Google Ad Manager, Epsilon, Channel 4, and WPP Media. Topics covered include supply path optimization, omnichannel marketing, broadcasters' AI initiatives, converged CTV and linear ad sales, measurement, and the definitional debate around CTV. The announcement highlights ongoing M&A reshaping the sector, including ITV's acquisition by Sky, Paramount Skydance's purchase of Warner Bros. Discovery, and RTL's completion of its Sky Deutschland acquisition. The guide aims to help buyers and sellers navigate market challenges and opportunities, with physical copies available to brands, agencies, and publishers.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.