Teads Wins Best Buy-Side Technology at the European Video Awards 2024

The Issue: Addressing carbon emissions and fragmentation in advertising

Ad Net Zero’s report revealed that the Internet accounts for 4% of global carbon emissions, outpacing even the airline industry. Within the programmatic ecosystem, ad selection is the single largest contributor to carbon emissions. Additionally, the fragmented nature of the landscape makes it incredibly challenging to measure the environmental impact accurately.

As the industry shifts from measuring viewability to focusing on attention metrics, we believe there’s an opportunity to create a less cluttered, more effective advertising environment. Higher-attention ads are not only more memorable, but also reduce wastage and emissions.

The Solution: Combining attention and sustainability

At the core of Teads’ latest technological advancements is the link between sustainability and attention-driven advertising.

We became the first platform to integrate Lumen’s attention measurement solution directly into Teads Ad Manager (TAM). This innovation has provided advertisers with attention data — such as ad views and eyes-on dwell time — and environmental signals like ad format, duration in view and ad clutter, all captured using a fully consented eye-tracking panel on desktop and mobile.

Leveraging machine learning, our system now correlates these signals with attention outcomes, creating predictive models to deliver higher-quality ads. The shift towards attention helps advertisers achieve better results while reducing their environmental impact.

Additionally, to address the rising supply chain transparency and environmental concerns, Teads introduced a pioneering solution for sustainable advertising, powered by a leading sustainability platform Scope3. This tool, integrated into TAM, has enabled advertisers to measure and reduce their campaigns’ carbon footprint when compared to standard programmatic buying by lowering ad selection and creative distribution emissions.

The Award-Winning Results

According to research by Jounce Media, Teads is ranked as the #1 programmatic platform for direct supply, owing to our commitment to transparency by maximizing revenue for publishers and creating a sustainable media ecosystem that delivers real business outcomes for advertisers and brands.

The impact of our buy-side technology is clear:

• Ad selection emissions have been reduced by an average of 35%, based on a November 2023 evaluation of 2.5 billion impressions using Scope3 on 2.5 billion impressions delivered globally
• Attention metrics are now proven to predict branding outcomes 3X better than traditional viewability metrics and are 90% more correlated with ROI

Some examples of correlated attention to outcomes across the funnel, based on a 2023 study with Lumen, Dynata and Teads, included:

• A fashion brand saw a +16% Attention Uplift and +36% increase in Purchase Intent
• A Quick Service Restaurant (QSR) campaign achieved a 4X Visitation Rate for high-attention placements
• A consumer packaged goods (CPG) brand experienced a 6.5% lift in Purchase Intent from high-attention placements