Teads adds attention measurement

Teads has announced the release of attention metrics in Teads Ad Manager (TAM), its programmatic buying platform. 

 

Teads has embedded Lumen Research’s attention measurement for the same. Lumen is an attention technology company that uses eye tracking to optimise media buying and creative development.

 

Mike Follett, managing director, Lumen Research, said, “With the release of attention metrics, Teads has consolidated its position as the easiest, and most widely used system of its kind globally. Now self-serve clients using Teads Ad Manager can measure attention in their campaigns with one click, gaining unprecedented insights into performance by leveraging Lumen's cutting-edge attention models.”

 

By clicking on the 'attention' button within Teads Ad Manager, campaigns are automatically tagged with the Lumen tag, giving advertisers insights on the amount of attention received by their ads.

 

Caroline Hugonenc, senior vice president, research and insights, Teads, said, "By utilising the largest database of cases combining attention and outcomes on live campaigns, Teads has built an experience that allows clients to easily link attention to outcomes. The integration with Lumen is unparalleled - the deepest and easiest to use - and has produced the largest dataset of its kind in the world. We are proud of the monumental milestones we have achieved, with 103 advertisers onboarded and over 200 campaigns run since the launch of TAM, but this is only the beginning."