Finding Scale On The Big Screen
In the past few years, audience targeting has become harder. Identity loss, cookie deprecation and regulation have pushed advertisers to diversify their spend and embrace new media channels. With eMarketer forecasting that by 2026, 90% of all televisions will be connected, there is a clear opportunity to diversify spending into CTV. As nearly every CTV service requires consumers to log-in, it is understandable that advertisers expect a highly addressable environment with plenty of opportunity to reach consumers with all of the advantages of an identity based solution.
The reality, however, is far from this. With 75% of all CTV being bought programmatically, advertisers are in many instances beholden to what’s provided by the publishers in the bidstream. At Teads we see billions of impressions on a daily basis and have established that approximately 70% of programmatic CTV impressions are without any usable audience targeting information.
This presents two immediate challenges: limited opportunities for advertisers to scale against their CTV (and omnichannel) audiences, and monetization challenges for publishers as untargetable impressions are overlooked.
Teads Audiences for CTV
To address this problem, Teads is proud to introduce Teads Audiences for CTV. Bringing years of established audience expertise and intelligence to the television and helping advertisers find scaled audiences on the largest screen in the house.
By utilising the Teads Omnichannel Household Graph, our knowledge of devices within the household and apply probabilistic modelling to determine who is engaging with a CTV. This applies to when the television is switched on, in the form of CTV HomeScreen and when content is being consumed through CTV InStream.
This enhanced capability allows for a more scalable prediction of who is consuming content. Teads believes that this approach also overcomes many of the challenges presented by the lack of usable information in the bidstream — problems often experienced by other forms of targeting. A good example here would be when demographic data is derived from show level consumption and is cross referenced against research and or data companies (such as an Experian). While a viable option for targeting, with only 25% of impressions having show level in the US and <10% for the rest of the world, the majority of impressions are still left untargetable.
One Audience Everywhere
Teads Audiences for CTV mirror those available on desktop and mobile and form the basis of having ‘One Audience Everywhere’. Users of Teads Ad Manager are presented with a consistent taxonomy of audiences across all screens, providing targetable reach against the most valuable consumers — enabling a true omnichannel buy.
This first release will enable advertisers to reach the right people through Teads’ enhanced understanding of audience behaviors, content engagement patterns, and the devices present within a household. By combining what we know about how users engage across screens with observed device-level signals, Teads delivers a balanced and scalable approach to CTV targeting. These new capabilities build on the success of our CTV Contextual Genre targeting, introduced in 2024, and offer a more comprehensive way to plan and activate omnichannel campaigns.
The Big Picture
Teads Audiences for CTV is more than a product enhancement — it’s part of a larger shift toward privacy-forward audiences and seamless omnichannel activation.
CTV may be one of the least addressable channels today, but Teads is changing that with a graph that connects what people watch, what they care about across the open web, and how they engage across screens.
Welcome to a smarter way to reach real people on the biggest screen in the home.