Observed Signal · Nov 7, 2025 · Partnership · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
Teads and Outbrain Merge to Boost Open Web ROAS
Teads and Outbrain have merged to set new standards for performance advertising on the Open Web. The partners promote a free webinar on November 13 at 11:00, led by Tom Littlewood, Performance Sales Manager at Teads, to demonstrate how to drive campaign success and scale ROAS from 2026 onward. The session covers cost-efficient scaling in premium Open Web environments, especially in Q1 when CPCs are lower, and explains how content can lift conversions for complex, long-decision products. It also highlights the new performance and AI capabilities enabled by the Teads-Outbrain fusion, including more precise audience targeting across sectors such as Finance and Automotive, and the data trends expected to dominate in 2026. The webinar positions Open Web advertising as a driver of quality journalism, distinguishing it from Social Feeds and fake news. Registration is free, and the article notes sponsorship by Teads.
Merger of leading AdTech vendors with potential industry impact on Open Web performance advertising
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Key Takeaways & Evidence Grounding
- Teads and Outbrain merged to set new standards for Performance Advertising in the Open Web
- Free webinar on November 13 at 11:00 featuring Teads' Tom Littlewood
- Webinar covers Open Web optimization, smarter targeting, and ROI beyond social feeds
- Discusses Q1 CPCs and cost-efficient scaling in premium Open Web
- Outlines new AI capabilities from the Teads-Outbrain fusion and 2026 data trends
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Simplifying CTV Access Crucial as Inventory Access Equalizes
At DMEXCO 2026, Bastian Sarott, CTV Business Lead EMEA at Teads, discussed the evolving CTV market, noting that most ad tech players have similar access to in-stream inventory, making differentiation difficult. He emphasized that the key to standing out is simplifying access to inventory for buyers, addressing long-standing fragmentation issues. These challenges extend to the emerging Home Screen market, where TV set makers use various technologies. Sarott highlighted that reducing complexity is crucial for growth and buyer satisfaction in CTV advertising.
Whale TV and Teads Make CTV Inventory Globally Available
Adtech company Teads is expanding its Connected TV offering with additional home screen inventory from Whale TV. Advertisers can now buy Whale TV's ad inventory in over 100 countries through Teads' Ad Manager. The two companies are expanding a collaboration that began in 2024, initially covering the Netherlands and Central/Eastern Europe. Whale TV, formerly known as Zeasn, reports 47.5 million monthly active TV devices globally, with 35% in Europe. The company works with over 400 TV brands including Philips, TCL, and Sharp. Teads now has direct access to over 500 million addressable TV devices for home screen advertising and has delivered more than 6,000 home screen campaigns since 2023. The offering includes home screen mastheads and native display formats that can expand to fullscreen video.
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.
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