Teads (NASDAQ: TEAD) announced the launch of Teads EngageOS, a unified publisher feed operating system designed to maximize revenue by combining editorial recommendations and advertisements into a single auction system. The platform launches in partnership with Magnite (NASDAQ: MGNI).

EngageOS uses artificial intelligence to evaluate user sessions holistically, allowing editorial content to compete alongside premium advertising demand. The system aims to optimize total session yield by using predictive machine learning to assess the real-time value of articles and user journeys.

The partnership with Magnite enables publishers to integrate third-party programmatic demand through Prebid Server-compatible supply-side platforms directly into Teads' native placements. This integration allows publishers to bring their own SSP demand into the platform for the first time.

"EngageOS is the infrastructure publishers need to solve the historical tension between immediate revenue and long-term sustainability of their relationships with consumers," said Amnon Lahav, Chief Product Officer, Supply, Direct Response and Mid Market at Teads.

The platform includes four key components: a real-time orchestration engine for revenue optimization, multi-demand integration through Magnite's Demand Server, direct-sold campaign execution capabilities, and buyer-level performance reporting.

Launch partners include Penske Media Corporation and The Arena Group. Brian Levine, SVP of Revenue Operations at Penske Media Corporation, stated the platform addresses trade-offs publishers navigate daily.

Ashley Wheeler, SVP of DV+ Platform at Magnite, said the integration unlocks native environments and delivers scale to the open internet while reducing supply chain complexity.

Teads operates as an omnichannel advertising platform with partnerships across more than 10,000 publishers and 20,000 advertisers globally. The company employs approximately 1,700 people across 30 countries.