XPLN.AI

xpln.ai appoints Conor McHale UK Sales Director

xpln.ai, an attention measurement and optimisation specialist, has appointed Conor McHale as its UK Sales Director to accelerate commercial growth across agencies and brands in the UK. The hire follows the late-2025 opening of xpln.ai’s London office led by Dominic Di Talamo. McHale brings around a decade of ad tech experience with prior senior commercial roles at Seedtag, Mobkoi, Vibe and KMTX. His remit is to expand xpln.ai’s UK presence and scale the local team; recent related hires include Emma Alligan as Agency Sales Director and Sarah Peterlin as Customer Success Manager. The article was published on 2026-07-13.

xpln Launches Ideal Attention Time Metric

Attention intelligence startup xpln.ai announced a new metric called Ideal Attention Time to quantify how much attention an ad creative needs to drive basic business outcomes such as product understanding and brand recognition. Founded in 2022, xpln combines frame-by-frame computer-vision analysis, eye-tracking, surveys and panel data from external partners to label creative elements and model the minimum attention threshold required for recognition. Insurance company AXA — a longtime xpln customer and the first adopter of the metric — found its content required roughly three seconds to attract attention and five seconds to trigger brand recognition, prompting creative changes (for example moving the logo earlier) that increased average attention time and reduced cost per attentive second. xpln says the metric helps advertisers avoid under- or overpaying by predicting how much attention specific creative designs need across platforms and formats.

Mobkoi Expands Attention Measurement Partnership with xpln.ai

Mobkoi and xpln.ai announced an expanded global strategic partnership to deepen integration of xpln.ai’s attention measurement and optimization technology into Mobkoi’s mobile advertising offering. The collaboration aims to give brands and agencies richer, attention-based metrics for mobile campaign planning and creative evaluation. xpln.ai has measured over one billion impressions in the past 12 months; Mobkoi reports average attention across its advertising formats exceeding 5.5 seconds, with its Interscroller format delivering attention times 150% above display benchmarks. The partnership is positioned to deliver transparent, enriched attention data to help advertisers assess creative formats and media environments against attention-driven performance signals.