Teads Expands Partnership with Lumen Research to Enhance CTV Advertising Measurement

In a significant move aimed at enhancing the effectiveness of connected TV (CTV) advertising, Teads (NASDAQ: TEAD), an omnichannel outcomes platform, announced on May 6, 2026, the expansion of its partnership with Lumen Research. This collaboration aims to introduce advanced attention measurement capabilities across Teads' CTV offerings, addressing the growing demand for more precise measurement tools in the advertising industry.

The expansion into CTV marks a pivotal step for Teads, as the company seeks to bridge the existing media measurement gap. The partnership with Lumen Research, a global leader in attention technology, allows Teads to gain exclusive access to Lumen’s CTV attention measurement for its HomeScreen placement across major global regions, including the U.S., EMEA, APAC, and LATAM.

This initiative comes at a time when advertisers are increasingly looking for robust methods to evaluate the effectiveness of CTV advertising. According to Dentsu’s *The Brand Reset* study, CTV has shown a notable 3.2% long-term sales lift, almost on par with traditional linear TV. However, a staggering 49% of marketers still encounter challenges in assessing CTV's effectiveness, underscoring the urgent need for reliable measurement signals.

Lumen Research employs proprietary eye-tracking data to create predictive attention models that assess how viewers engage with ads across various channels and formats. By integrating this technology with Teads’ premium inventory, advertisers can gain a clearer understanding of audience engagement, ultimately informing their media strategies and creative decisions. The partnership features an industry-first CTV HomeScreen attention prediction model developed through MediaMento research, conducted in collaboration with Teads.

Caroline Hugonenc, Senior Vice President of Data & Insights at Teads, emphasized the growing importance of attention as a metric for advertising quality, stating, “Attention is becoming an increasingly important signal of advertising quality because it helps marketers better understand the relationship between exposure and outcomes.” She further explained that this expanded CTV attention offering will provide advertisers with stronger signals to assess campaign effectiveness and optimize their strategies.

Mike Follett, CEO of Lumen Research, echoed these sentiments by stating that as the streaming landscape evolves, advertisers need precise tools to understand audience engagement with ads on larger screens. He remarked, “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.”

Teads’ CTV HomeScreen campaigns are already showing promising results, boasting an average Attention Per Mille (APM) of approximately 5,300. This figure is 173% higher than outstream video and 114% higher than YouTube, highlighting the format's effectiveness in maintaining viewer focus in high-impact advertising environments.

The integration of Lumen’s attention measurement into Teads’ CTV offerings provides several benefits for advertisers:

The attention measurement capabilities for CTV HomeScreen are available now on a global scale through Teads Ad Manager, accommodating both managed and self-serve campaigns. InStream measurement functionality is expected to roll out later this quarter, further enhancing measurement capabilities.

The expanded partnership between Teads and Lumen Research marks a significant advance in CTV advertising measurement, addressing a critical need in the market. By leveraging Lumen’s attention technology, Teads is poised to provide advertisers with the insights necessary to optimize their CTV campaigns effectively, ultimately driving better outcomes and investment decisions in the rapidly evolving digital landscape.