Until now, the key metric has been viewability – the measure of whether ads could be seen. Attention, however, shows whether ads are actually looked at. More importantly, attention strongly correlates with ROI, making it a critical driver of advertising effectiveness. Teads is the first platform to offer native attention measurement. While attention predicts campaign success far better than viewability, until recently, real-time attention measurement wasn’t available for live campaigns. That changed with Lumen, which introduced a groundbreaking solution for attention measurement. Teads is the first advertising platform to integrate Lumen’s solution natively.
How attention measurement works in Teads
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1. Eye-tracking panel
Continuous data collection on attention (ad views, fixation time) and environmental signals (ad format, exposure duration, domain, ad clutter, etc.) via a fully consented desktop and mobile eye-tracking panel. (Note: this does not mean that users or publishers are tracked in real time. Eye-tracking applies only to a test panel group.)
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2. Predictive modeling
Machine learning identifies how environmental signals correlate with attention outcomes to build a predictive model.
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3. Live activation in Teads Ads Manager
During live campaigns, the predictive model applies environmental signals captured for every impression via an embedded tag in the ad. Attention is then evaluated by the model in real time.
Key attention metrics in advertising
- View Rate – % of impressions predicted to have received at least one eye fixation (minimum 100 ms), based on Lumen’s attention models.
- Average View Time – average duration in seconds that users looked at the ad, as predicted by Lumen’s models.
- Attentive Seconds per 1000 Impressions (APM) – total visual attention time generated by 1000 impressions.
- Attention CPM – cost per 1000 attentive seconds of “eyes-on” attention.
Ready to activate attention measurement?
No additional investment is required to enable attention tracking on your campaigns. Ask us how to get started today.