Teads (NASDAQ: TEAD) announced an expanded partnership with Lumen Research to introduce attention measurement across its connected TV offering. The agreement provides Teads with exclusive access to Lumen's CTV attention measurement for HomeScreen placements across the US, EMEA, APAC, and LATAM markets.

The partnership builds on Teads' existing attention capabilities in its Ad Manager platform. Lumen uses eye-tracking data to create attention models that predict how people view advertisements across different channels and devices.

According to Dentsu research cited in the announcement, CTV delivered 3.2% long-term sales lift, though 49% of marketers said they struggle to assess its effectiveness. Teads' CTV HomeScreen campaigns currently show approximately 5,300 Attention Per Mille on average, which the company states is 173% higher than outstream video and 114% higher than YouTube.

"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.

Mike Follett, CEO at Lumen Research, said the partnership "helps bring that visibility to premium CTV environments and adds a valuable new layer of measurement, empowering advertisers to make more effective media investment decisions."

The attention measurement for CTV HomeScreen is available in Teads Ad Manager for managed and self-serve campaigns globally. InStream measurement is scheduled to launch later this quarter.

Lumen Research, founded in 2013, uses eye-tracking data from over 50 countries to deliver attention predictions and models. Teads operates as an omnichannel advertising platform partnered with more than 10,000 publishers and 20,000 advertisers globally.