Observed Signal · Jun 17, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Positive
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.
Expands use of attention-based measurement in mobile media, offering advertisers richer creative and environment-level metrics; relevant for measurement practices but not a major platform policy or industry-shifting announcement.
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Key Takeaways & Evidence Grounding
- Mobkoi expanded its global strategic partnership with xpln.ai to integrate attention measurement into Mobkoi’s mobile offering.
- xpln.ai measured over one billion impressions in the prior 12 months.
- Mobkoi reported average attention across its formats exceeding 5.5 seconds.
- Mobkoi’s Interscroller format recorded average attention time 150% higher than the market benchmark for Display formats.
- Partnership aims to provide transparent, enriched attention data to advertisers for mobile campaign planning and optimization.
Connected Companies & Entities
2 Entities mappedOntology 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.
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.
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.
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