Teads launches CTV Performance to track site visits and sales

Teads announced on October 23, 2025, the beta launch of CTV Performance, a measurement solution that tracks exposure to action for connected television campaigns. According to the company, this represents the first time deterministic CTV measurement becomes available outside the United States.

CTV Performance enables advertisers to track site visits, leads, and sales directly tied to CTV exposure. The solution moves beyond traditional metrics like impressions and completion rates, offering attribution capabilities previously unavailable in global markets. Built to complement Teads' broader omnichannel platform, the technology allows brands to use premium streaming environments for awareness while driving mid-funnel outcomes with measurable impact.

"At Teads, we believe every screen can be an outcome-driving screen—CTV included," said Hugues Templier, CTV Business Lead at Teads. "With this launch, we're helping bridge the gap between brand and performance while making advanced measurement and optimisation available to more advertisers. It's a meaningful step toward democratising CTV as a channel that delivers both attention and outcomes."

The solution's approach differs from traditional CTV measurement methodologies. Advertisers using CTV Performance benefit from confident attribution of site visits and conversions via Teads' Universal Pixel. The technology serves impressions only when cross-device measurement becomes possible through Teads' household graph. The system focuses on viewers with the highest likelihood of taking action, identified through Teads' proprietary algorithm.

A recent campaign for Men's Wearhouse demonstrated the technology's capabilities. CTV Performance enabled the brand to connect awareness and performance objectives across premium streaming and video environments. The campaign drove over 41,000 site visits and more than 50,000 incremental store visits, demonstrating how CTV now plays a measurable role further down the funnel.

The technical infrastructure behind CTV Performance addresses measurement challenges that have limited connected television advertising effectiveness. Research released in October 2025 showed that 32% of marketers consider their CTV advertising "not very effective," with 73% of advertisers viewing measurement and attribution as top challenges in CTV advertising according to IAB data.

High-impact creative formats built for the CTV environment enhance the solution's effectiveness. The system includes branded overlays and interactive features, developed in collaboration with Teads Studio. Enhanced creative executes alongside optimised media delivery, creating comprehensive campaigns that balance attention and action.

The beta launch occurs across key global markets, including the United States, EU5, and APAC regions. Broader rollout, including additional creatives and formats, will follow the beta period. According to Teads, the phased approach allows for refinement based on initial advertiser feedback and campaign performance data.

For marketers navigating connected television's rapid growth, this development introduces new capabilities for campaign planning and execution. Connected TV's share of media budgets has doubled from 14% in 2023 to 28% in 2025, with 72% of marketers planning to increase programmatic advertising investment. The expansion creates mounting pressure for measurable outcomes rather than awareness-only metrics.

CTV Performance's deterministic approach contrasts with probabilistic measurement methodologies. Deterministic measurement links specific ad exposures to subsequent actions with certainty, rather than relying on statistical models to infer connections. This distinction matters for advertisers requiring confident attribution for budget allocation decisions and campaign optimization.

The solution's household graph technology enables cross-device tracking at the household level. When a viewer sees an advertisement on a connected television, the system can attribute subsequent site visits or conversions that occur on mobile devices or computers within the same household. This capability addresses a fundamental challenge in CTV measurement: connecting television exposure to digital actions.

Teads operates as the omnichannel outcomes platform for the open internet, reaching 2.2 billion consumers monthly across mobile and connected TV worldwide following its February 2025 acquisition by Outbrain. The company maintains direct partnerships with more than 10,000 publishers and 20,000 advertisers globally. Teads is headquartered in New York with a global team of nearly 1,800 people in 30+ countries.

The company's CTV capabilities have expanded throughout 2025. Teads maintains exclusive rights to CTV native advertising inventory across Germany, Austria, Switzerland, Australia, New Zealand, and 10 Asia Pacific countriesthrough its partnership with LG Ad Solutions. Research published in September 2025 showed Teads' CTV HomeScreen ads achieved a 48% attention rate, surpassing YouTube skippable pre-roll advertisements by 16 percentage points.

The broader market context shows multiple platforms developing performance-focused CTV solutions. Wunderkind launched programmatic CTV pause ads in July 2025, reducing store visit costs by 79% through QR code integration. Criteo and WPP Media announced commerce-driven CTV activation that same month, connecting CTV campaigns with real-time commerce signals from $1 trillion in annual ecommerce sales.

Performance marketing's expansion into television represents a shift in how businesses approach video advertising. PubMatic and MNTN expanded premium CTV access in October 2025, delivering 10% publisher revenue lift and 14% more unique demand by making premium streaming inventory accessible to performance marketers beyond traditional Fortune 500 brands.

The timing aligns with infrastructure developments across the CTV ecosystem. Viant integrated with Wurl for scene-level contextual targeting in August 2025, becoming the first demand-side platform delivering scene-level contextual intelligence across connected television. IPG Mediabrands launched Acxiom Contextual CTV that same month, powered by IRIS_ID for content-aligned messaging.

Creative adaptation remains a persistent challenge despite technological advances. Research published in July 2025 revealed 72% of marketers reuse or slightly modify assets across social media and connected TV platforms, while just 25% tailor creative for both social and CTV campaigns. This disconnect between video advertising strategy and creative execution complicates outcome measurement, regardless of attribution capabilities.

The competitive landscape continues evolving as platforms differentiate through measurement capabilities. Kargo's CTV campaigns achieved 78% higher attention than industry standards through its Enhanced Branded Canvas format, according to August 2025 research from TVision. Attention-focused analytics increasingly replace impression-based metrics as marketers seek deeper engagement insights across fragmented viewing environments.

For performance marketers evaluating connected television as a channel, CTV Performance introduces capabilities that extend television beyond awareness objectives. The ability to track site visits, leads, and sales with confident attribution enables budget allocation based on measured outcomes rather than estimated reach. Small and mid-size businesses, which allocate 67% of their advertising budgets to digital channels according to Data Catalyst research, gain access to television advertising with performance metrics comparable to digital channels.

The solution's beta status indicates ongoing refinement. Enterprise advertisers testing the platform will provide feedback on measurement accuracy, attribution window optimization, and creative format effectiveness. This testing phase typically precedes broader market availability and feature expansion.

Timeline

• February 2025: Outbrain completes $900 million acquisition of Teads, creating combined omnichannel advertising platform
• July 2025: Wunderkind launches programmatic CTV pause ads with 79% cost reduction per store visit
• July 2025: Criteo and WPP Media launch commerce-driven CTV activation connecting streaming campaigns with sales outcomes
• August 2025: Viant integrates with Wurl for scene-level CTV targeting, becoming first DSP with contextual intelligence
• August 2025: IPG Mediabrands launches Acxiom Contextual CTV solution powered by IRIS_ID
• September 2025: Teads research shows CTV HomeScreen ads achieve 48% attention rate, outpacing YouTube by 16%
• October 2025: PubMatic and MNTN expand premium CTV access, delivering 10% publisher revenue lift
• October 23, 2025: Teads announces beta launch of CTV Performance for global markets

Summary

Who: Teads, the omnichannel outcomes platform for the open internet with nearly 1,800 employees across 30+ countries, announced the launch alongside CTV Business Lead Hugues Templier.

What: CTV Performance is a deterministic measurement solution that tracks site visits, leads, and sales directly tied to connected television exposure. The technology uses Teads' Universal Pixel for attribution, a household graph for cross-device measurement, and a proprietary algorithm to identify viewers with the highest likelihood of action. High-impact creative formats with branded overlays and interactive features complement the measurement capabilities.

When: The beta launch occurred on October 23, 2025, with broader rollout including additional creatives and formats to follow. The Men's Wearhouse campaign demonstrating the technology's effectiveness ran prior to the announcement, generating over 41,000 site visits and more than 50,000 incremental store visits.

Where: CTV Performance launched across key global markets including the United States, EU5, and APAC regions. According to Teads, this represents the first time deterministic CTV measurement becomes available outside the United States for connected television campaigns.

Why: The launch addresses measurement and attribution challenges that 73% of advertisers view as top obstacles in CTV advertising according to IAB research. With connected TV's share of media budgets doubling from 14% in 2023 to 28% in 2025, marketers require measurable outcomes beyond traditional awareness metrics. CTV Performance enables advertisers to move beyond impressions and completion rates, bridging the gap between brand and performance objectives while democratizing advanced measurement capabilities for more advertisers across global markets.