Teads — Global Advertising Platform

The brief

An advertising platform sells to two groups who want opposite things. A brand wants reach, formats and creative production. A publisher wants yield, control and to know what a partner will do to their page. Put both on one site and you usually get a homepage that hedges, then a navigation that makes each group wade through the other's material to find their own.

What we built

The split is structural rather than cosmetic. For Advertisers and For Media Owners are two self-contained journeys off the top-level navigation, each with its own landing page, its own proof and its own contact route. The advertiser side segments again into enterprise and growing brands, and carries the ad format library, the creative studio and the awards programme. The media-owner side carries its own showcase.

Seven languages, one structure

The site publishes in English, French, German, Spanish, Italian, Japanese and Simplified Chinese. Locales share one information architecture and one component set, so a section added in English has a defined home in all seven rather than becoming an English-only orphan — and the locale switch keeps the reader on the page they were already on instead of dropping them at a translated homepage.

The parts nobody reads until they matter

An ad-tech platform is diligenced as much as it is browsed. The resource hub, the academy, the leadership and global-office pages, the investor and engineering sub-sites, and the certification set — EDAA, NAI, IAB Gold Standard — are built as first-class routes, because they are what a procurement team and a publisher's legal counsel actually open.

Where it landed

Each audience now has a route through the site that never requires reading the other's material, and the seven locales are maintained as one structure instead of seven diverging sites.