Teads and Lumen Research Bring Proven Attention Science to CTV for Omnichannel Impact
Teads and Lumen Research have expanded their partnership to introduce attention measurement across Teads' Connected TV (CTV) offering, providing advertisers with a unified view of attention to validate impact and optimize outcomes. The integration uses Lumen's proprietary eye-tracking data to create attention models that predict how people engage with ads on CTV.
Teads, an omnichannel outcomes platform, has expanded its partnership with Lumen Research, a global attention technology company, to introduce attention measurement across its Connected TV (CTV) offering. The agreement provides Teads with exclusive access to Lumen's CTV attention measurement for the HomeScreen placement across the US, EMEA, APAC, and LATAM. Lumen uses proprietary real-world eye-tracking consented data to create attention models that predict how people look at ads across different channels and devices. Teads' CTV HomeScreen campaigns are demonstrating strong engagement, with ~5,300 Attention Per Mille (APM) on average. The integration is available now globally in Teads Ad Manager for managed and self-serve campaigns. Attention measurement for InStream will follow later this quarter.
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