Observed Signal · May 11, 2026 · Partnership · Source: Adzine · Impact: 3/5 · Sentiment: Positive
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.
Improves measurability and quality metrics for CTV by adding an attention signal integrated into Teads’ ad manager across major regions; could influence campaign evaluation and optimization but is not a broad industry standard yet.
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Key Takeaways & Evidence Grounding
- Teads expanded its collaboration with Lumen Research to integrate attention measurement into its Connected TV offering.
- Teads has exclusive access to Lumen’s attention measurement for CTV home‑screen placements in EMEA, USA, APAC and LATAM.
- Lumen Research’s eye‑tracking data and predictive models will be applied to Teads inventory and integrated into the Teads Ad Manager.
- Attention data will be available for both Managed and Self‑Serve campaigns; Teads plans an extension to instream formats later in the quarter.
- A jointly developed CTV Home‑Screen Attention Prediction model was created by Teads and Lumen Research.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Mid-Tier Marketers Scale AI Creative Production
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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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