Teads, the omnichannel outcomes platform for the open internet, has unveiled the beta launch of CTV Performance, a new solution designed to measure real outcomes from connected TV campaigns. This innovation brings a layer of accountability to connected TV (CTV) advertising by allowing brands to track tangible actions such as website visits, leads, and sales directly tied to ad exposure, extending such measurement capabilities beyond the US for the first time.
Unlike traditional CTV metrics that focus on impressions and completion rates, CTV Performance offers advertisers deeper insights into viewer behavior and conversion pathways. The solution integrates seamlessly with Teads’ broader omnichannel platform, enabling advertisers to use premium streaming environments not just for awareness but also to drive measurable mid-funnel outcomes. By combining attention metrics with actionable data, the company aims to redefine performance marketing on the big screen.
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“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.”
Teads’ new solution has already begun reshaping how brands evaluate performance in connected TV advertising. In a recent collaboration with Men’s Wearhouse, the platform successfully connected awareness and performance goals across streaming and video environments. The campaign generated more than 41,000 site visits and over 50,000 incremental store visits, demonstrating CTV’s growing influence in driving measurable engagement and conversions.
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CTV Performance provides advertisers with the ability to attribute outcomes confidently using Teads’ Universal Pixel and deliver optimized media by serving impressions only when cross-device measurement is possible through Teads’ household graph. It also enhances campaign efficiency by targeting audiences most likely to take action, powered by Teads’ proprietary algorithm. Furthermore, the solution includes dynamic creative formats specifically tailored for the CTV experience, with branded overlays and interactive elements developed in partnership with Teads Studio.
Currently available in beta across key global markets, including the United States, major European regions, and Asia-Pacific, Teads plans to expand the offering further in the coming months. The full rollout will include additional creative formats and new optimization features, reinforcing the company’s commitment to transforming connected TV into a measurable, performance-driven channel for advertisers worldwide.
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