The agreement gives Teads access to Lumen’s CTV attention prediction model, HomeScreen, in the US, Emea, Apac and Latam regions.

CTV refers to content streamed through apps such as Netflix or Amazon Prime on smart TVs or over-the-top (OTT) devices.

Lumen uses consented eye-tracking data to create models that predict how people look at ads across different channels, formats and devices.

The partnership will bring advertisers more insight on audience engagement and greater visibility into how campaigns perform on CTV, which they can use to inform media decisions and creative strategy.

Caroline Hugonenc, senior vice-president, data and insights at Teads, said: “By expanding our CTV attention offering with Lumen, we’re giving advertisers stronger signals to assess campaign effectiveness and optimise with greater confidence.”

Mike Follett, chief executive at Lumen Research, said: “As the streaming space continues to evolve, advertisers need more precise ways to understand how audiences engage with their ads on the big screen.”