AudienceProject vs Heroiks

AudienceProject, xpln.ai Launch Cross-Media Attentive Reach

AudienceProject, a European measurement specialist founded in Copenhagen in 2009, and xpln.ai (founded in France in 2022), an attention intelligence platform, have partnered to offer advertisers and agencies a new KPI: deduplicated attentive reach. This metric combines AudienceProject's deduplicated reach and frequency data with xpln.ai's attention rates, showing how many people reached actually engaged with the ad. Attention values are estimated using eye-tracking data, contextual signals, and predictive models. The solution provides insights into total attentive reach, incremental channel contribution, and cost per 1,000 attentively reached people. Initially available in nine European markets (Germany, UK, France, Italy, Spain, Sweden, Denmark, Norway, Finland), with Canada and Mexico planned.

• AudienceProject and xpln.ai partner to introduce the KPI 'Deduplicated Attentive Reach', combining reach and attention data.
• Attention values are estimated using eye-tracking data, contextual signals, and predictive models.
• The offering provides metrics like total attentive reach, incremental channel contribution, and cost per 1,000 attentively reached people.

AudienceProject introduces Elevate 3.0, appoints Nicklas Jakobsen as Solutions Director Nordics, and partners with Video Futures Collective in Australia

The AudienceProject blog features the launch of Elevate 3.0, described as clearer and more actionable campaign measurement for media owners, alongside new press releases announcing the appointment of former IPG Mediabrands executive Nicklas Jakobsen as Solutions Director Nordics and a collaboration with Video Futures Collective to bring independent cross-media audience measurement to Australia.

Introducing AudienceProject Elevate 3.0: Clearer and more actionable campaign measurement for media owners

The featured article on AudienceProject's news page has been updated to announce the launch of Elevate 3.0, a new version of their campaign measurement solution offering clearer and more actionable insights for media owners.

TF1 PUB Makes Pause Ads Programmatically Available

French broadcaster TF1's sales house, TF1 PUB, has announced the availability of its streaming pause ad format, AdPause, through programmatic channels. The first programmatic campaign, for Vorwerk's Thermomix kitchen appliance, was executed by French marketing group Heroiks using The Trade Desk's demand-side platform. AdPause, launched in early 2025 shortly after TF1+'s revamp, was previously sold only via direct deals. TF1 PUB states that programmatic access provides advertisers with more flexibility, control, audience targeting, frequency management, campaign optimization, and centralized measurement. This move reflects a broader industry trend of new CTV-specific formats, such as pause ads and home screen placements, becoming available programmatically. However, standardization remains a challenge, with varying specifications across sellers. The IAB Tech Lab is developing common standards to facilitate cross-platform buying and further adoption of these formats.

• TF1 PUB sells its AdPause format programmatically for the first time.
• The first campaign was for Vorwerk's Thermomix, executed by Heroiks via The Trade Desk.
• TF1 launched AdPause at the start of 2025, following the revamp of TF1+.