Teads plans to double technology staff as it reports 25% revenue surge

teads results and new technology staff anno

Teads, the global media platform, said it plans to double its technology staff roster as it reported a 25% rise in full year revenue to $678million for 2021.

The digital programmatic ads company said it added more than 230 new employees last year and at the end of FY 2021 had 1,035 full-time employees in 26 countries around the world. 

Technology staff hiring spree

The company confirmed it expects to double its technology staff levels over the next 18 months in order to drive new product initiatives and increase its market share. 

With the technology hub located in Montpellier, France, Teads said it has been successful in attracting and retaining leading engineering talent.

Jeremy Arditi, co-CEO of Teads, said: “Teads delivered a strong financial performance and continued to innovate and advance new advertising solutions throughout 2021 helping leading brands and their agencies navigate an increasingly complex open web. 

“Our continued innovation in privacy-centric advertising is gaining traction across the industry by enabling our customers to target key audiences in cookieless environments. 

“At the same time, we are providing new technologies and solutions to our publisher partners to better prepare them for a cookieless world. 

“Throughout 2021, we signed a number of new global joint business partnerships with some of the world’s leading brands. 

“Our performance advertising business, focused on traffic acquisition and conversion, was a major contributor to our 2021 results, growing 65% year-over-year. 

“Performance advertising currently represents a significant portion of our total revenue. 

“Overall, we continue to increase our investments in both engineering and sales talent to drive continued, organic growth. 

“Finally, at a time when trust and transparency in media has never been more important, we will continue to champion the world’s best publishers as a trusted monetisation partner.”

jeremy arditi teads
Hiring spree: Teads CEO Arditi confirmed the adtech plans to double the number of technology staff it employs.

First Cookieless Platform on the Open Web 

In 2021, Teads released a major update to its advertising buying portal, Teads Ad Manager (“TAM”), allowing advertisers to activate cookieless campaigns across the entire marketing cycle including planning, targeting, delivery and reporting. 

This was a major milestone for Teads and the industry as it provides all of Teads’ advertiser, agency and publisher partners a significant advantage in today’s increasingly cookieless world. 

Teads also rolled out a cookieless readiness initiative to help brands and their agencies conduct head-to-head testing demonstrating that media KPI performance and brand uplift for cookieless campaigns is in-line with or higher than that of cookie-based campaigns. 

With approximately 40% of global web traffic already not using third party cookies, Teads expects its leadership and innovation in cookieless to be a significant growth driver going forward.

Launched CTV Offering 

Building on its expertise in video, Teads launched its Connected TV (CTV) offering during the year. The addition of CTV, which is still in beta, gives advertisers and their agencies the ability to seamlessly buy a new array of high-attention premium media. 

By adding TV devices to the mix, advertisers are now able to buy across TV, mobile and desktop, the company said.

Signed New Joint Business Partnerships with Leading Brands 

The world’s largest brands continue to partner with Teads to achieve massive reach in high quality environments across the open web. 

By signing a joint business partnership, brands commit to annual spending targets and gain access to dedicated teams to best leverage Teads’ data, audience targeting, creative platform and leading insights in order to drive superior outcomes.

Continued Publisher Expansion 

Teads said it continues to sign new and renew existing partnerships with leading publishers across the globe in key local markets. 

Many of its deals are struck on an exclusive basis to serve inRead video and display ads in the heart of editorial text. 

In 2021, Teads had direct integrations with more than 2,800 publishers across the globe. 

For 2021, it retained 98% of its top 500 publishers from 2020 showcasing continued satisfaction and trust for the quality demand that Teads delivers.

Performance Advertising Product Updates Well Received

 In 2021, Teads also released major updates to its performance marketing products and said it currently offers one of the most advanced web traffic acquisition solutions in the marketplace. 

It first introduced performance advertising in 2018 which continues to be a significant contributor to overall revenue growth. 

The platform’s success with performance allows Teads to compete for spend up and down the entire marketing funnel, complementing the brand advertising business.

Measuring The Attention Economy 

Teads said it has been at the forefront of research looking at The Attention Economy, working with Havas and dentsu to better quantify Attention and how advertisers can move beyond viewability to better predict campaign outcomes.