Observed Signal · Oct 27, 2026 · Partnership · Source: ExchangeWire · Impact: 2/5 · Sentiment: Positive
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.
The partnership introduces a new cross-media attention metric, which could influence campaign measurement standards, but it's a niche development in the AdTech ecosystem.
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Key Takeaways & Evidence Grounding
- 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.
- Initial launch in nine European countries, with Canada and Mexico to follow.
- The partnership aims to give advertisers and agencies confidence in cross-channel investment decisions.
Connected Companies & Entities
3 Entities mapped“xpln.ai, the attention intelligence platform, will combine its attention measurement with AudienceProject's reach data.”
“AudienceProject, a leading independent cross-media measurement provider, has partnered with xpln.ai.”
“Mentioned as a platform through which Xpln.ai technology is available in Germany.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Teads and XPLN.AI Redefine Ad Effectiveness with Attention Metrics
Teads and XPLN.AI announced a strategic partnership to advance attention as a core metric for media effectiveness. The collaboration leverages XPLN.AI’s multi-variable attention analytics to supplement traditional KPIs, with the aim of predicting the quality and impact of every ad impression. The partners will roll out globally across EMEA and the US, and will co-develop enhancements to extend attention measurement across new advertising formats. They will provide pre- and post-test impact analyses and work on creating dedicated attention standards. In France, where attention measurement activity is high, Teads reports uplift in attention time across formats: +66% on CTV instream, +15% on inRead mobile, and +45% on inRead desktop versus XPLN.AI benchmarks. Executives Fabien Magalon (CEO, XPLN.AI) and Caroline Hugonenc (SVP, Data & Insights, Teads) frame attention as a more meaningful indicator of ad effectiveness than traditional KPIs and note Teads’ leadership in attention across web and CTV.
Revolutionizing Ad Buying: xpln.ai Integrates with Index Exchange
xpln.ai announced on 12 February 2026 a global integration with Index Marketplaces, Index Exchange’s omnichannel platform, making xpln.ai’s attention segments directly available within the SSP. The integration enables advertisers and agencies to activate attention-based audience segments with a single click, target high-attention inventory, and limit or exclude low-attention placements prior to campaign launch. xpln.ai positions the capability as a way to move attention measurement from post-campaign analysis to automated pre-bid optimisation. Index Exchange and xpln.ai state the partnership aims to simplify programmatic workflows, improve media quality and boost campaign effectiveness by embedding attention data into sell-side decisioning.
AudienceProject Launches Cross-Media Measurement Platform in Poland
AudienceProject announced on 2 March 2026 that it has launched its SaaS cross-media measurement solution in Poland. The platform offers independent, continuous measurement of reach and frequency for campaigns across the open web, social media, online video and connected TV, reporting total and incremental reach per channel. AudienceProject said the expansion responds to rising digital ad spend and demand for independent measurement in Poland. The company highlighted more than 15 years of experience and noted prior collaborations with advertisers, agencies and media owners including Meta, Google, Amazon, WPP Media, Omnicom Media Group, Publicis Media, L’Oréal, Kia and PepsiCo.
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