Teads Expands CTV Attention Measurement with Lumen Research — the omnichannel outcomes platform announced a new partnership that brings Lumen’s proprietary eye‑tracking‑based attention metrics to Teads’ Connected TV (CTV) HomeScreen inventory, promising advertisers a more granular view of audience engagement across the global digital‑out‑of‑door landscape.
Why attention matters on the big screen
The shift from linear television to streaming has left many marketers grappling with how to prove the impact of CTV ads. While viewability and completion rates are now standard, they tell little about whether a viewer actually looked at the creative. Lumen Research’s attention models, built on consented eye‑tracking data, predict where and for how long a viewer focuses on an ad. By embedding these signals into Teads’ Ad Manager, advertisers can move beyond “impression‑based” KPIs to a metric that correlates more closely with brand recall and purchase intent.
The deal in detail
Under the expanded agreement, Teads receives exclusive rights to Lumen’s CTV attention measurement for the HomeScreen placement across North America, EMEA, APAC, and LATAM. The partnership builds on an existing digital‑media integration and adds a new, industry‑first HomeScreen attention prediction model that was calibrated using MediaMento research. The solution is now live for both managed and self‑serve campaigns, with plans to roll out In‑Stream attention measurement later this quarter.
Industry context and competitive landscape
Attention‑based metrics are still a niche compared with legacy solutions such as Nielsen’s TV ratings, Comscore’s audience measurement, or Moat’s viewability and in‑view time. Those providers rely on panel data or pixel‑based signals that can miss the nuance of visual focus. Lumen’s approach, which blends real‑world eye‑tracking with machine learning‑driven prediction, offers a higher‑resolution view of engagement. Competitors like Innovid and TVSquared have begun experimenting with “attention scores,” but Teads’ global rollout and exclusive access give it a first‑mover advantage in the CTV ad‑tech stack.
Impact on enterprise marketers
For large brands that allocate up to 30 % of ad spend to CTV, the ability to quantify attention can sharpen media planning and creative optimization. Teads reports an average of 5,300 Attention‑Per‑Mille (APM) on HomeScreen inventory—173 % higher than out‑stream video and 114 % higher than YouTube. If those numbers hold at scale, marketers could see a measurable lift in campaign ROI. Gartner predicts that by 2027, 70 % of marketers will shift a portion of their TV budget to CTV, making reliable performance signals a strategic imperative.
Technical integration and data privacy
The integration runs through Teads’ existing API, delivering attention scores alongside traditional metrics in real time. Because Lumen’s models are trained on consented data, the solution aligns with GDPR, CCPA, and emerging privacy frameworks, a critical factor as the industry moves toward cookieless targeting.
What’s next for the ecosystem
Teads plans to extend attention measurement to its In‑Stream video offering, creating a unified attention layer across all CTV formats. The move may pressure other SSPs and DSPs to incorporate similar signals or risk being perceived as less data‑rich. As advertisers demand “outcome‑focused” measurement, attention metrics could become a new standard for media buying platforms, influencing pricing models and inventory valuation.
Market Landscape
The CTV advertising market is expanding at a compound annual growth rate (CAGR) of 27 % according to IDC, with global spend projected to exceed $120 billion by 2026. Yet, a Forrester survey found that 49 % of marketers still struggle to assess CTV effectiveness, citing a lack of reliable metrics. Attention measurement addresses that gap by linking visual focus to downstream business outcomes. While traditional rating agencies dominate linear TV, the fragmented nature of streaming services creates an opening for tech‑driven solutions like Teads‑Lumen.
Ad verification firms are also entering the space. Moat’s “Attention Index” and Innovid’s “Viewability Plus” aim to capture similar signals, but they often rely on post‑hoc analysis rather than real‑time integration. Teads’ exclusive partnership gives it a data advantage that could translate into higher inventory premiums for publishers who adopt the metric.
Top Insights
- Attention scores bridge the measurement gap: Lumen’s eye‑tracking models provide a quantifiable view of visual focus, moving CTV reporting beyond simple impressions.
- Higher engagement translates to pricing power: Teads’ HomeScreen APM outperforms YouTube by 114 %, suggesting advertisers may be willing to pay a premium for attention‑verified inventory.
- Privacy‑first design mitigates compliance risk: The solution’s reliance on consented data aligns with GDPR and CCPA, a differentiator as privacy regulations tighten.
- Enterprise budgets are shifting: Gartner forecasts 70 % of marketers will allocate more spend to CTV by 2027, making robust measurement a competitive necessity.
- Competitive pressure will rise: As attention metrics prove ROI‑boosting, other SSPs and DSPs are likely to develop or acquire similar capabilities, accelerating industry consolidation.
- Meta Title: Teads adds Lumen CTV attention measurement
- Meta Description: Teads launches Lumen‑powered attention metrics for CTV, giving marketers real‑time insight into ad focus and ROI.
Get in touch with our Adtech experts
