Teads integrates attention metrics into programmatic buying platform

Teads has integrated attention metrics into its programmatic buying platform Teads Ad Manager (TAM), allowing clients to measure attention similarly to how they measure viewability.

The company claims it is the first platform to embed data and technology company Lumen’s attention measurement natively.

Teads says the “one-touch” system for measuring and optimising attention simplifies an otherwise complex process. By clicking on the ‘attention’ button within TAM, campaigns are automatically tagged with the Lumen tag. This gives advertisers insights on the amount of attention their ads received and enables them to identify the drivers of attention improve results, according to the company.

The solution is cookieless and Teads believes it provides a scalable solution to measuring ad effectiveness. Since the launch of the offering, Lumen’s attention measurement has been leveraged by TAM clients in 20% of their activities on the platform.

Caroline Hugonenc, senior-vice-president, Research & 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.

Damien Prybis, head of digital trading at OMD France, said the tool would enabled the Omnicom media agency to drive more audience engagement and use learnings to “craft compelling content that captivates and connects.”