""Attention is becoming an increasingly important signal of advertising quality because it helps marketers better understand the relationship between exposure and outcomes," said Caroline Hugonenc, SVP, data & insights at Teads."
""As the streaming space continues to evolve, advertisers need more precise ways to understand how audiences engage with their content," stated Mike Follett, CEO at Lumen Research."
Teads has announced an expansion of its partnership with Lumen Research to introduce attention measurement for its CTV offerings. Lumen's eye-tracking data creates models predicting ad engagement across various channels. This integration provides advertisers with insights to inform media decisions and creative strategies. The partnership grants Teads exclusive access to Lumen's CTV attention measurement for HomeScreen placements globally. As advertisers seek better evaluation methods for CTV, this collaboration aims to enhance understanding of advertising effectiveness and optimize campaign performance.
Read at Exchangewire
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