Teads has integrated attention metrics into its programmatic buying platform, embedding attention measurement from research and tech firm Lumen natively.

The integration gives advertisers a one-touch system for measuring and optimizing attention, similar to the way they already measure viewability. By clicking on the attention button within Tead’s ad manager, campaigns are automatically given the Lumen tag, offering insights on the amount of attention received by their ads and enabling them to identify the drivers of attention to optimize their campaigns. These metrics are also inherently cookieless, provide a solution that is scalable for measuring ad effectiveness into the future.

“By utilizing 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,” says Caroline Hugonenc, SVP of research and insights for Teads. “The integration with Lumen is unparalleled – the deepest and easiest to use – and has produced the largest dataset of its kind in the world.”