Teads Launches Omnichannel Graph for Contextual and Identity Targeting Across Screens

Teads, a leading global media platform, has introduced the Teads Omnichannel Graph (OG), a proprietary tool that extends contextual and audience-targeting capabilities into the Connected TV (CTV) environment. This innovative solution is built on the company's deep understanding of what consumers read on editorial web environments and what they watch on CTV.

With the Teads OG, advertisers can now plan, activate, and measure cross-screen video campaigns, enabling efficient reach on target audiences, incrementality to linear TV, and contextually aligned campaigns. Key capabilities of the Teads OG include:

• Global Household & User-level Graph: A curated household and user graph enabling precision targeting and optimization across screens, based on a precise sample of over 50 million CTV devices and over 100 million users in 25 countries.

• Incremental Reach Planning & Measurement: Enabling TV buyers to efficiently extend their audience reach across screens. In addition to Teads' content consumption data, the OG utilizes Automatic Content Recognition (ACR) data to target unexposed audiences.

• Granular CTV Contextual Signals: Deep contextual targeting capabilities based on standardized and enriched show-level information, with an advanced contextual taxonomy symmetrical to Teads' web contextual taxonomy for seamless omnichannel activation.

Teads has a long history of building unique capabilities to analyze contextual content consumption data on the open internet through direct integrations with premium publishers. By combining this contextual data with device and consumer behavior signals, Teads has served as a high-fidelity proxy for audience targeting through AI-based inference, enabling advertisers to activate media and reach audiences seamlessly with or without user identification, with deep contextual targeting within editorial environments.

"With Teads OG, we're extending our knowledge of what people read into what content they watch and making that data actionable at scale across screens to drive better results," said Jeremy Arditi, co-CEO of Teads.

Teads has been delivering superior results for brands since its expansion into omnichannel more than two years ago. Since the beginning of 2024, Teads has delivered over 50 campaigns targeting and measuring incremental reach. In a campaign with Yokohama, Teads delivered brand lift using incremental reach planning and measurement. By leveraging cookieless strategies for the online video portion of the campaign and optimizing ad performance across multiple screens, the campaign achieved significant results, including a 27% cost savings, a 5.5-point increase in brand familiarity, and a 7-point lift in perception.

"We wanted to create a stronger audience-centric approach for our campaign by expanding our understanding of individual performance impact. By utilizing Teads' innovative solutions, we unlocked exceptional outcomes that far exceeded our initial expectations," said Riley Mackey of Yokohama's Agency, Charts + Darts.

Teads operates a leading, cloud-based, omnichannel platform that enables programmatic digital advertising across a global ecosystem of quality digital media. As an end-to-end solution, Teads' modular platform allows partners to leverage buy-side, sell-side, creative, data, and AI optimization technologies. For advertisers and their agencies, Teads offers a single access point to buy the inventory of many of the world's best publishers and content providers.