Teads launches Connected Ads format for premium brand performance on open internet

Teads launched Connected Ads on July 31, 2025, introducing a format combining two complementary ad placements within publisher pages to enhance brand storytelling and performance outcomes on the open internet.

The omnichannel outcomes platform announced the beta launch of Connected Ads across leading publishers in Germany, France, Italy, Japan, the UK, and the US. According to Teads, several enterprise advertisers are currently testing the format. The solution features one ad placement embedded within article content and a second placement appearing at the article's end as users scroll through publisher pages.

Connected Ads creates what Teads describes as a unified ad experience providing two sequential, high-attention opportunities within a single content session. The format enables advertisers to implement sequential storytelling approaches and incorporate interactive elements for deeper engagement. According to Remi Cackel, EVP of Global Demand Product at Teads, "With this unique ad experience, we're giving brands the ability to cut through the noise and tell new impactful stories."

The beta launch follows Teads' recent corporate transformation following Outbrain's $900 million acquisition completed in February. The combined entity trades under the ticker symbol "TEAD" on Nasdaq and operates under the Teads brand as of June 2025.

Technical specifications and implementation

Connected Ads operates exclusively through the Teads platform, providing what the company characterizes as high-attention placements designed to maximize impact without disrupting user experience. The format positions itself within premium open-web environments, distinguishing itself from closed ecosystem advertising options.

The sequential nature of Connected Ads allows brands to develop narrative arcs across the two placements. Initial placement within article content captures reader attention during active content consumption. The second placement appears as users complete article reading, providing opportunity for call-to-action messaging or interactive elements when engagement peaks.

Creative possibilities within Connected Ads span from simple brand awareness messaging to complex interactive experiences. According to Teads' announcement, advertisers can utilize the second placement space for high-impact messaging or introduce interactive elements deepening audience engagement.

Market context and industry positioning

The Connected Ads launch occurs within a rapidly evolving digital advertising landscape where premium video content increasingly drives advertiser investment. According to IAB Europe data, video advertising now accounts for over 50% of display advertising in nine European markets, with Connected TV formats particularly driving expansion through 222.4% growth in Subscription Video on Demand platforms.

Teads operates within the broader programmatic advertising ecosystem, where 72% of marketers plan to increase their programmatic investment in 2025. The company maintains direct partnerships with more than 10,000 publishers and 20,000 advertisers globally, processing approximately $1.7 billion in combined advertising spend across its integrated platform.

The timing aligns with industry standardization efforts addressing emerging ad formats. The Interactive Advertising Bureau Tech Lab announced plans to establish specifications for innovative Connected TV formats, including pause screen ads and interactive advertisements, as part of its 2025 technical standards roadmap.

Competitive landscape analysis

Connected Ads enters a competitive environment where advertising technology companies increasingly focus on premium inventory and cross-platform measurement capabilities. Recent market developments include Wunderkind's programmatic Connected TV pause advertising launch, which demonstrated 79% cost reduction per store visit through QR code integration and addressable targeting.

Microsoft Advertising expanded its Connected TV capabilities with Netflix publisher integration, while Amazon Ads and Roku formed partnerships providing access to 80 million U.S. households through authenticated inventory. These developments reflect broader industry consolidation toward comprehensive omnichannel advertising solutions.

Teads' approach differs through its focus on open internet environments and sequential storytelling capabilities. The company's positioning emphasizes premium publisher relationships and brand-safe environments, contrasting with programmatic approaches prioritizing scale over content quality.

Technical infrastructure and measurement capabilities

The Connected Ads format integrates with Teads' existing prediction AI technology, which analyzes billions of data points across user, publisher, advertiser, and contextual features. According to company specifications, the platform processes 160 billion signals through AI systems enabling sophisticated targeting across advertising contexts.

Measurement capabilities incorporate attention metrics and engagement tracking across both ad placements within Connected Ads experiences. The format supports cross-platform reporting enabling advertisers to evaluate sequential placement performance and optimize messaging strategies accordingly.

Connected Ads measurement aligns with industry efforts toward standardized creative identification. The IAB Tech Lab recently integrated UniversalAdId support into Open Measurement SDK, addressing challenges in ad decisioning and measurement across fragmented technical systems.

Global expansion and market penetration

The beta launch spans six international markets representing diverse regulatory environments and advertiser expectations. Germany, France, Italy, Japan, the UK, and the US collectively account for significant portions of global digital advertising spend, providing substantial testing ground for Connected Ads adoption.

Teads operates across 36 countries with nearly 1,800 employees, supporting operations across premium digital environments where open internet advertising competes with closed ecosystem platforms. The company's international presence enables cross-market campaign execution and cultural adaptation of advertising creative.

Market-specific implementation considers local privacy regulations and publisher relationships. European markets operate under GDPR requirements while the US navigates state-level privacy legislation. Japan represents particular growth opportunities as Connected TV advertising gains traction across Asian markets.

Strategic implications for marketing community

Connected Ads represents a strategic response to advertiser demands for accountability and measurable outcomes across brand and performance objectives. The format addresses what Teads characterizes as "brandformance" goals, combining awareness-building capabilities with conversion-driving mechanisms within unified experiences.

The launch reflects broader industry trends toward integrated advertising solutions spanning multiple touchpoints within consumer journey. Rather than segregating brand awareness and performance campaigns, Connected Ads enables advertisers to optimize both objectives simultaneously through sequential messaging approaches.

For marketing professionals evaluating open internet advertising strategies, Connected Ads provides an alternative to closed ecosystem platforms where advertiser control and transparency may be limited. The format's exclusive availability on the Teads platform creates differentiation opportunities for brands seeking premium environment access.

Publisher monetization opportunities

Connected Ads creates new revenue streams for premium publishers through enhanced advertiser engagement without compromising user experience. The format's non-intrusive implementation maintains editorial integrity while providing advertisers with expanded creative canvas for storytelling.

Publishers participating in the Connected Ads beta gain access to enterprise advertiser demand seeking premium inventory for sequential storytelling campaigns. The format's high-attention positioning potentially commands premium pricing compared to standard display or video advertising options.

The exclusive nature of Connected Ads on the Teads platform may drive publisher partnership interest as advertising technology consolidation continues. Publishers seeking differentiation from commodity programmatic inventory may find value in formats unavailable through widespread supply-side platforms.

Enterprise advertiser adoption patterns

Several enterprise advertisers are testing Connected Ads during the beta phase, though Teads has not disclosed specific participants or campaign performance metrics. Enterprise adoption typically indicates advertiser confidence in format effectiveness and willingness to invest in premium inventory access.

Early adopter enterprises often represent consumer brands with substantial advertising budgets and sophisticated measurement requirements. These advertisers typically evaluate new formats based on attention metrics, brand lift measurement, and conversion attribution capabilities rather than cost-per-impression optimization alone.

Connected Ads' appeal to enterprise advertisers likely stems from its premium positioning and sequential storytelling capabilities. Large brands often prioritize creative flexibility and brand-safe environments over programmatic efficiency, making Connected Ads' exclusive format attractive for differentiated campaign execution.

Connected Ads launch reflects Teads' strategic positioning as a premium alternative within the broader programmatic advertising ecosystem. The format's emphasis on sequential storytelling and high-attention environments addresses advertiser demands for accountability while maintaining focus on brand-safe premium inventory access.

The timing coincides with industry-wide efforts toward advertising format standardization and measurement consistency. As Connected TV and innovative ad formats gain prominence, Connected Ads positions Teads within the broader evolution toward comprehensive omnichannel advertising solutions spanning awareness through conversion objectives.

Timeline

• August 2024: Outbrain announces $1 billion acquisition of Teads to create major advertising platform for open internet
• December 2024: Shareholder vote approves Outbrain-Teads merger
• February 3, 2025: Outbrain completes $900 million acquisition of Teads forming digital advertising platform reaching 2.2 billion consumers monthly
• June 9, 2025: Outbrain completes transformation to Teads brand with new ticker symbol "TEAD" on Nasdaq
• June 11, 2025: IAB Tech Lab integrates UniversalAdId into OM SDK for enhanced measurement capabilities
• July 24, 2025: Pentaleap and Teads announce RTB integration for Sponsored Product Ads in retail media
• July 31, 2025: Teads launches Connected Ads beta across Germany, France, Italy, Japan, UK, and US markets

Summary

Who: Teads (NASDAQ: TEAD), the omnichannel outcomes platform for the open internet, launched Connected Ads with several enterprise advertisers participating in beta testing.

What: Connected Ads is a new premium advertising format featuring two sequential, high-attention ad placements within the same publisher page - one embedded within article content and another at the article's end - enabling sequential storytelling and deeper engagement opportunities.

When: The beta launch was announced on July 31, 2025, following the company's corporate transformation completed in June 2025.

Where: Connected Ads launched across leading publishers in Germany, France, Italy, Japan, the United Kingdom, and the United States, with availability exclusively on the Teads platform.

Why: The format addresses advertiser demands for premium open internet environments that combine brand awareness and performance objectives ("brandformance") through sequential storytelling capabilities, providing an alternative to closed ecosystem advertising platforms while maximizing impact without disrupting user experience.

Key Terms Explained

Connected Ads: Teads' innovative advertising format featuring two complementary ad placements within the same publisher page - one embedded within article content and another appearing at the article's end. This sequential approach enables brands to develop narrative arcs across multiple touchpoints within a single content session, providing expanded creative canvas for storytelling while maintaining non-intrusive user experience. The format operates exclusively on the Teads platform and targets premium open internet environments.

Sequential Storytelling: An advertising approach where brands develop cohesive narratives across multiple ad placements within Connected Ads experiences. The first placement captures attention during active content consumption, while the second enables continuation of brand messaging or call-to-action elements when user engagement peaks. This method allows advertisers to build more complex brand narratives than traditional single-placement formats while maintaining audience attention throughout the content experience.

Open Internet: The ecosystem of independent websites, publishers, and platforms operating outside closed advertising environments controlled by major technology companies. This includes premium publisher websites, news outlets, and digital media properties that maintain direct relationships with advertisers rather than requiring access through proprietary platforms. The open internet provides advertisers with greater transparency, control, and access to diverse content environments compared to walled garden alternatives.

Programmatic Advertising: The automated buying and selling of digital advertising inventory through real-time bidding systems and artificial intelligence optimization. This technology enables advertisers to target specific audiences across multiple publishers while providing publishers with efficient monetization of their content. Programmatic systems analyze vast amounts of data to optimize ad placement, pricing, and performance outcomes in milliseconds during each advertising opportunity.

Premium Publishers: High-quality content creators and media organizations that maintain editorial standards, brand-safe environments, and engaged audiences. These publishers typically offer more expensive inventory than programmatic exchanges but provide enhanced brand association and audience quality. Premium publishers often maintain direct advertiser relationships and selective partnership approaches rather than open marketplace participation, ensuring content quality and advertiser satisfaction.

Enterprise Advertisers: Large corporations and established brands with substantial advertising budgets, sophisticated measurement requirements, and complex campaign objectives. These advertisers typically prioritize brand safety, premium inventory access, and comprehensive performance measurement over cost optimization alone. Enterprise clients often participate in beta testing for new advertising formats and maintain direct relationships with advertising technology platforms for customized solutions.

Brandformance: Teads' strategic approach combining traditional brand awareness objectives with measurable performance outcomes within unified advertising experiences. This methodology addresses industry demands for accountability across both upper-funnel brand building and lower-funnel conversion driving. Brandformance enables advertisers to optimize awareness, consideration, and conversion metrics simultaneously rather than treating these objectives as separate campaign requirements requiring distinct formats.

AI Technology: Artificial intelligence systems that analyze billions of data points across user behavior, publisher content, advertiser preferences, and contextual factors to optimize advertising performance. Teads' prediction AI processes 160 billion signals through machine learning algorithms enabling sophisticated targeting and real-time campaign optimization. These systems enhance audience identification, creative optimization, and performance prediction capabilities beyond human analytical capacity.

Beta Launch: The initial release phase where selected advertisers and publishers test new advertising formats before general market availability. Beta programs enable technology companies to gather performance data, user feedback, and technical optimization insights while limiting exposure to potential issues. Successful beta testing typically precedes full market rollouts and provides validation for broader industry adoption of innovative advertising solutions.

Omnichannel Platform: An integrated advertising technology solution enabling campaign execution across multiple channels, devices, and media formats through unified management interfaces. Omnichannel approaches provide consistent brand messaging and measurement capabilities whether consumers encounter advertisements through Connected TV, mobile applications, desktop websites, or other digital touchpoints. This integration eliminates operational silos and enables comprehensive consumer journey optimization across diverse media environments.