Teads is the omnichannel outcomes platform. Thousands of advertisers trust them to connect brands with audiences across CTV, online video, and display, in 30+ markets, across every major vertical.

"Outcomes" — it's the word Teads has always built around. But in digital advertising, "outcomes" too easily becomes a synonym for clicks, views, completion rates. For Katarzyna Kabiesz and the Teads Research & Insights team, that was never enough.

CTV was central to Teads' offering, yet for a long time it remained a blind spot for measurement. Running a campaign from Warsaw to Dubai across CTV HomeScreen and InRead simultaneously: what does it actually do to the brand? Does it move people? Does it shift how they feel?

That question needed a different kind of answer. And scaling it globally across CEE, MENA, Brazil, and Mexico needed a unified one.

In 2023, Teads integrated Happydemics as a core global Brand Lift partner, within its broader measurement ecosystem. Not a bolt-on reserved for premium clients, but a structural layer embedded in how they prove value across the board. In 2025 alone, they ran more than 140+ Brand Lift Studies, hitting a record 47 in a single quarter.

What changed was reach and consistency. Multi-channel Brand Lift Studies, quick reporting, and hands-on customer support, including localized translations for markets across the CEE region, made it possible to scale Brand Lift Studies globally using a single unified methodology.

Their measurement practice now spans 30+ countries, with growing presence across Western Europe, Eastern Europe, Latin America, and MENA. One of the most geographically diverse deployments on the platform.

The Hardmade campaign in Poland is a sharp illustration. An omnichannel strategy combining CTV HomeScreen and inRead, validated by a Brand Lift study that recorded +23 pts on Brand Consideration, +11 pts on Brand Familiarity, and +9 pts on Brand Preference among 18–34-year-old light TV viewers. At a 30% multi-channel rate, more than three times the median, Teads uses Brand Lift to read complexity.

Scale without measurement is just noise. By combining live Brand Lift Studies with industry-leading attention measurement partners, Teads offers a 360-degree view of campaign performance.

242 Brand Lift Studies across 105 advertisers means measurement is embedded in how Teads sells, delivers, and retains. Not reserved for the flagship names.

Cross-channel reach demands cross-screen proof. When CTV, online video, and display run simultaneously, you need a methodology that reads the combined effect. In-context, live Brand Lift does that. Post-campaign surveys don't.

Context turns numbers into arguments. A lift score means little on its own. Benchmarked against industry norms — CTV, vertical, market — it becomes a conversation clients can take into a boardroom. That's the difference between reporting and proof.

The next chapter: extending Brand Lift directly into CTV environments with pixel implementation underway on platforms like Vidaa and LG, and continued expansion across new markets.

The ambition stays the same: every campaign, at every stage of the funnel, with one clear answer to the question that actually matters: Did this make the brand stronger?