Teads Expands Lumen Partnership for Exclusive Global CTV Attention Measurement
Teads has expanded its partnership with Lumen Research to offer exclusive CTV attention measurement for its HomeScreen placement across North America, EMEA, APAC, and LATAM. This collaboration utilizes Lumen's eye-tracking data to create attention models, helping advertisers assess campaign effectiveness and optimize media investment in premium CTV environments.
Key Takeaways
- Teads secures exclusive global access to Lumen's CTV attention measurement for its HomeScreen ad placements.
- The integration uses Lumen’s eye-tracking data to create attention models that predict ad engagement across channels and formats.
- Teads' CTV HomeScreen campaigns currently average 5,300 Attention Per Mille (APM), an engagement metric.
- Attention measurement for CTV HomeScreen is immediately available in Teads Ad Manager, with InStream measurement planned for later this quarter.
- Dentsu's 'The Brand Reset' study indicates 49% of marketers find CTV effectiveness difficult to assess, despite 3.2% long-term sales lift.
Why It Matters
This partnership addresses a persistent advertiser challenge: reliably measuring ad effectiveness in CTV. By integrating Lumen's eye-tracking data, Teads offers a standardized metric to compare CTV HomeScreen ad performance with other digital formats. This move positions Teads to attract more ad spend by providing greater transparency and accountability in CTV, a sector where nearly half of marketers cite measurement difficulties. The immediate availability in Teads Ad Manager sets a precedent for broader adoption of attention metrics in CTV, with future developments in InStream measurement to watch.
Additional Context
Teads' expanded partnership with Lumen Research on May 6, 2026, builds on previous collaborations in digital environments, extending high-fidelity attention data into the Connected TV space (per PPC Land, May 2026). This move follows Teads' significant CTV growth, with CTV revenue exceeding $100 million in 2025, marking a 55% year-over-year increase (per PPC Land, March 2026). The company also secured a Google TV deal in February 2026, expanding its HomeScreen inventory to over 500 million devices globally, further underscoring the scale where this new measurement capability will apply (per PPC Land, February 2026). The exclusivity of Lumen's CTV attention measurement for Teads' HomeScreen across major geographic regions is notable in a fragmented attention measurement landscape. Prior to this, Lumen also partnered with Netflix in March 2026 to provide attention measurement across CTV, desktop, and mobile in five European markets, indicating a broader trend towards integrating attention metrics within major streaming platforms and ad tech providers (per PPC Land, March 2026). This wider industry adoption suggests a growing standardization of attention as a key signal for media quality and investment decisions, moving beyond traditional impressions and completion rates.
Read full article at investing.com
Get this in your inbox → Subscribe
Enjoy our coverage?
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source