AudienceProject Deal Adds New Attention Metric

Cross-media measurement company AudienceProject has announced a partnership with xpln.ai, which helps advertisers measure and optimise attention. The deal promises insights into the 'attentive reach' of campaigns.

Founded in Paris and now headquartered in New York for US operations, xpln.ai tracks attention across YouTube, Social, CTV and the open web, as well as its impact on outcomes. Its approach combines large-scale eye-tracking, contextual signals, predictive models and 'deep creative analysis.' Copenhagen-based AudienceProject, which measures deduplicated reach and frequency across channels, has been much in the (DRNO) news lately with expansion to new platforms and territories, plus the extension of existing partnerships.

Combining these approaches gives the partners a KPI they call deduplicated attentive reach, which shows how many of the people reached by an ad engage with it. The new measure will be delivered through dedicated studies to clients in Europe's big five markets and the Nordic countries, with Canada and Mexico to follow.

Émilie Carcassonne, who is MD France and Spain at AudienceProject, says the extra layer of intelligence 'gives advertisers and agencies the confidence to invest where their campaigns work hardest.' Fabien Magalon, CEO and co-founder of xpln.ai, describes it as 'a quality-driven metric that looks beyond ad exposure and evaluates true audience engagement across channels.'

The companies can be found online at www.audienceproject.com and www.xpln.ai .