Teads launches deterministic CTV measurement for streaming campaigns

Teads announced on October 23, 2025, the beta launch of CTV Performance, a measurement solution that tracks site visits, leads, and sales directly tied to connected TV exposure. The omnichannel outcomes platform introduced deterministic CTV measurement capabilities to global markets, marking a shift from traditional impression-based metrics to outcome-driven advertising on streaming platforms.

According to the announcement, CTV Performance enables advertisers to move beyond standard CTV metrics like impressions and completion rates. The solution tracks exposure to action, bringing accountability to connected TV campaigns for the first time outside of the United States. Built to complement Teads' broader omnichannel offering, this solution 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 optimization available to more advertisers. It's a meaningful step toward democratizing CTV as a channel that delivers both attention and outcomes."

The solution already demonstrated results during beta testing. A recent campaign for Men's Wearhouse connected 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 can now play a measurable role further down the funnel, according to the company.

CTV Performance operates through confident attribution of site visits and conversions via Teads' Universal Pixel. The system optimizes media delivery with impressions served only when cross-device measurement is possible through Teads' household graph. Enhanced impact focuses on viewers with the highest likelihood of taking action, identified through Teads' proprietary algorithm. High-impact creative formats built for the CTV environment include branded overlays and interactive features developed in collaboration with Teads Studio.

The announcement arrives as Connected TV's share of media budgets doubles from 14% in 2023 to 28% in 2025, with 72% of marketers planning to increase programmatic advertising investment. CTV Performance is now available in beta across key global markets, including the US, EU5, and APAC, with broader rollout to follow.

The timing aligns with broader industry developments in CTV measurement and performance capabilities. Throughout 2025, multiple platforms have introduced solutions addressing measurement challenges that historically limited connected television advertising effectiveness. Research from Gracenote revealed that 32% of media professionals find their CTV advertising "not very effective," despite 27% of respondents allocating 40% or more of total budgets to the channel.

Teads operates as an omnichannel outcomes platform for the open internet, driving full-funnel results for marketers across premium media. The company leverages predictive AI technology to connect quality media, brand creative, and context-driven addressability and measurement. With more than 10,000 publisher partnerships and 20,000 advertiser relationships globally, Teads reaches 2.2 billion consumers monthly through premium digital environments across CTV and mobile.

The platform's measurement framework addresses persistent challenges in CTV advertising. Industry data tracked by PPC Land shows that 73% of advertisers view measurement and attribution as top challenges in CTV advertising, while 68% require transparency into advertisement placements. CTV Performance attempts to resolve both obstacles through deterministic measurement capabilities and household-level targeting precision.

Teads has expanded its CTV capabilities through partnerships with major television manufacturers and streaming platforms throughout 2024 and 2025. The company maintains exclusive rights to CTV native advertising inventory on LG Smart TVs across multiple regions, including Germany, Austria, Switzerland, Australia, New Zealand, and 10 Asia Pacific countries. These collaborations provide access to premium inventory across leading smart TV platforms.

The company's approach combines measurement with creative optimization. Recent research from Teads demonstrated that CTV HomeScreen advertisements achieved 48% attention rates, outpacing YouTube by 16 percentage points. The study, conducted in partnership with MediaMento Institute, documented exceptional brand recall performance across multiple measurement categories. Unaided recall reached 50% among viewers exposed to HomeScreen advertisements, while aided recall peaked at 84%.

Performance marketing's expansion into television represents a fundamental shift in how businesses approach video advertising. PubMatic and MNTN partnership data shows that performance marketers entering premium CTV inventory generate 10% revenue uplift for publishers through 14% more unique demand. These advertisers compete for premium placements because their performance requirements demand quality environments where audiences remain engaged.

The measurement capabilities distinguish CTV Performance from traditional brand-focused CTV campaigns. While streaming platforms have offered impression delivery and completion rate tracking, few solutions have connected premium streaming exposure to deterministic downstream outcomes like site visits and conversions. Cross-device measurement through household graphs enables attribution across connected devices within the same household, addressing fragmentation challenges that have limited CTV effectiveness.

Teads' proprietary algorithm enhances impact by identifying viewers with the highest likelihood of taking action. The technology 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.

High-impact creative formats differentiate the offering from standard video advertisements. Branded overlays and interactive features developed through Teads Studio provide enhanced engagement opportunities within the CTV environment. The formats maintain the premium viewing environment associated with television screens while incorporating interactive elements typically associated with digital advertising.

Creative adaptation challenges persist across the CTV ecosystem. Research published in July 2025 revealed that 72% of marketers reuse or slightly modify assets across social media and connected TV platforms, while just 25% tailor creative for both channels. The disconnect between video advertising strategy and creative execution highlights significant challenges in cross-channel storytelling as video consumption patterns reshape the advertising landscape.

The beta launch introduces deterministic CTV measurement to global markets outside the United States, where connected TV measurement capabilities have advanced more rapidly. European and Asia-Pacific markets have lagged behind in measurement infrastructure development, despite substantial growth in CTV advertising spend. The EU5 and APAC availability expands measurement options for advertisers in these regions.

Teads recently completed a $900 million merger with Outbrain, creating one of the largest independent advertising platforms on the open internet. The combined entity operates as Teads Holding Co., trading under the TEAD ticker symbol on Nasdaq. The company serves as an omnichannel outcomes platform, leveraging predictive AI technology to connect quality media with data-driven creative experiences. With nearly 1,800 employees across 36 countries, the company maintains a global footprint supporting cross-market campaign execution.

Contextual targeting developments across the CTV ecosystem complement performance measurement capabilities. Viant's integration with Wurl enabled scene-level contextual intelligence across Connected Television through BrandDiscovery technology and IRIS_ID classification. Campaigns using IRIS-enabled data demonstrated a 2x lift in awareness, a 3x lift in ad recall, and a 5x lift in favorability compared to standard Upwave CTV benchmarks.

The broader rollout of CTV Performance will include additional creatives and formats beyond the initial beta offering. Teads has not disclosed specific timeline details for expanded availability or additional market launches. The company indicated that broader rollout will follow based on beta testing results and advertiser feedback.

Industry analysis demonstrates Connected TV advertising effectiveness for consumer decision-making. Smart TV home screen advertisements show 105% year-over-year growth in consumer utility. Connected TV viewers increasingly find television advertising useful for purchase decisions, with 59% finding streaming advertisements helpful for shopping information, representing 73% year-over-year growth in advertising utility perception.

The announcement occurs as Connected TV measurement capabilities expand across major platforms. Nielsen integrated CTV coverage into advertising intelligence platforms throughout 2025. Cross-platform competitive intelligence enables comprehensive tracking of advertising spend across streaming platforms alongside traditional media channels. Enhanced measurement supports strategic decision-making regarding creative development and platform selection strategies.

Timeline

• February 2025 — 72% of marketers plan to increase programmatic advertising investment, with CTV budget share projected to double
• June 2025 — Nielsen launches CTV tracking within Ad Intel platform for comprehensive streaming measurement
• July 9, 2025 — Marketers struggle to adapt social creative for Connected TV campaigns, with only 25% developing tailored content
• July 16, 2025 — WunderKIND Ads announces launch of programmatic CTV pause ads with OpenGlass.TV partnership
• July 29, 2025 — Criteo and WPP Media launch commerce-driven CTV activation connecting streaming campaigns with commerce outcomes
• August 19, 2025 — Viant integrates with Wurl for scene-level CTV targeting capabilities
• August 20, 2025 — Kargo CTV campaigns achieve 78% higher attention than industry standards
• September 25, 2025 — Teads research shows CTV HomeScreen ads achieve 48% attention rate
• October 1, 2025 — Gracenote releases report highlighting contextual targeting gap in CTV advertising
• October 23, 2025 — Teads announces beta launch of CTV Performance

Summary

Who: Teads Holding Co., the omnichannel outcomes platform for the open internet, launched the solution. The company operates through partnerships with more than 10,000 publishers and 20,000 advertisers globally, reaching 2.2 billion consumers monthly. Hugues Templier, CTV Business Lead at Teads, leads the initiative.

What: CTV Performance introduces deterministic measurement capabilities for connected TV advertising, tracking site visits, leads, and sales directly tied to CTV exposure. The solution uses Teads' Universal Pixel for attribution, household graph for cross-device measurement, and proprietary algorithms for optimized targeting. High-impact creative formats include branded overlays and interactive features developed through Teads Studio.

When: Teads announced the beta launch on October 23, 2025. The solution is currently available across key global markets including the US, EU5, and APAC. Broader rollout with additional creatives and formats will follow the beta testing phase.

Where: CTV Performance operates across global markets including the United States, EU5 countries, and Asia-Pacific regions. The solution functions within premium streaming environments where Teads maintains partnerships with major television manufacturers and streaming platforms, including exclusive rights on LG Smart TVs across multiple regions.

Why: The launch addresses persistent measurement challenges that have limited connected television advertising effectiveness. Traditional CTV metrics focused on impressions and completion rates without connecting exposure to business outcomes. With CTV advertising budgets doubling from 14% to 28% of total media spending between 2023 and 2025, advertisers require measurement capabilities that demonstrate return on investment through qualified visits, leads, and sales attribution.