XPLN.AI, the ad attention measurement and optimisation specialist, announces the opening of its new office in Milan along with the appointment of Anna Iuculano as managing director Italy. 

Following a recent €7m (£5.9m) fundraising round, XPLN.AI is significantly accelerating its international expansion, with the opening of six offices in Europe, the United States and Asia Pacific in 2025, to meet the rising demand for attention-based solutions to measure advertising effectiveness. 

In today’s saturated media landscape, traditional KPIs like viewability and completion no longer reflect true ad quality, with only 1 in 10 viewable ads seen for more than two seconds, calling for new market standards. With AI-powered and eye-tracking-based technology that enables precise measurement of the actual attention paid to each ad impression, XPLN.AI addresses this new challenge and helps brands maximise both impact and return on investment.

By holding strategic positions in leading ad tech companies, Anna has gained solid expertise in the digital ecosystem. After successful experiences at Ogury and Shopfully, she joined Adsquare - an ad tech company specialised in mobile drive-to-store - as sales director Italy, before expanding her scope to Spain. 

As managing director of XPLN.AI, Anna will lead the company's development in the Italian market: "After several years dedicated to measuring the impact of drive-to-store campaigns, it was only natural that I should now turn to measuring attention, an emerging KPI within the industry, to analyse the real impact of advertising campaigns. I am delighted to join XPLN.AI to support the Italian digital industry in deploying attention as the standard for evaluating media effectiveness," she emphasises. 

"We are thrilled to welcome Anna to the team. Her appointment comes at a time of strong demand in the Italian market for attention measurement solutions, and her perfect understanding of the local market will be key to supporting this momentum and strengthening our presence in Italy," adds Fabien Magalon, co-founder and CEO of XPLN.AI. 

Founded three years ago, the French company already generates 25% of its revenue internationally and works with brands such as Chanel, L'Oréal, Danone, McDonald's, Richemont, Levi's, McDonald's, KFC, and Volkswagen. 

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