Havas Integrates Teads API for Direct Audience Activation Across Screens
Teads has integrated its Audience Planning API into Havas Media Network's Converged.AI platform, enabling direct, system-to-system audience activation within agency workflows. This allows planners to define audiences in Havas' environment and push them directly to Teads Ad Manager for seamless activation across screens, including connected TV (CTV). The integration aims to streamline workflows, ensure consistency, and maximize match rates in a cookieless, privacy-first manner across global markets.
Key Takeaways
- Teads' Audience Planning API is now integrated into Havas Media Network's Converged.AI platform for direct audience activation.
- This integration allows planners to define audiences in Havas' system and push them directly to Teads Ad Manager (TAM) for activation.
- The new workflow is designed for consistency across channels (mobile, desktop, CTV) and supports cookieless targeting.
- The solution is live in France, Germany, Italy, Spain, the UK, and the US, with plans for additional markets.
- Havas' Match.AI is used to ensure audience definitions and taxonomy align between planning and execution.
Why It Matters
This partnership simplifies the complex process of audience activation for Havas Media Network, reducing manual effort and potential discrepancies between planning and execution, especially for CTV. For Teads, it deepens its integration with a major media agency, positioning its ad tech as a core part of Havas' media buying strategy. The emphasis on cookieless, privacy-first activation across screens, including premium inventory, highlights a growing industry demand for unified, future-proof ad solutions. Watch for adoption rates and reported efficiency gains from Havas teams as a measure of initial success.
Read full article at manilatimes.net
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