Seedtag & xpln.ai Expand Strategic Partnership to Advance Attention-Based Advertising Performance
by on 3rd Jun 2026 in News
xpln.ai, an attention intelligence company focused on creative performance and media measurement, and Seedtag, the global Neuro-Contextual advertising company, today (3rd June, 2026) announced the renewal and expansion of their strategic partnership, deepening a multiyear collaboration designed to help brands and agencies improve campaign performance through more transparent, actionable attention insights.
The next phase of the partnership reflects growing demand from advertisers for deeper visibility into what truly captures consumer attention and drives media effectiveness. Since the initial collaboration began in 2023, Seedtag and xpln.ai have supported campaigns across 11 markets, working with brands including all major verticals, specifically with auto, entertainment, and finance while analysing >1.5 Billion impressions to date.
Early results have shown an average of 17.3% improvement in attention metrics and 3.6% lift in engagement, reinforcing the role of attention-based measurement in optimising both media quality and creative performance. Together, Seedtag and xpln.ai will continue to give marketers more granular insight into how media environment, placement quality, ad position, and creative execution influence attention and campaign outcomes.
"Advertisers are looking to move closer to what truly earns attention and drives performance," said Fabien Magalon, CEO of xpln.ai. "Our expanded partnership with Seedtag reflects a shared focus on bringing greater transparency to how media quality, context, and creative work together to influence outcomes. Together, we’re helping brands make more informed decisions with a clearer line of sight between attention and performance."
The announcement underscores xpln.ai’s continued momentum in attention-based measurement. As Seedtag’s preferred partner, the company is expanding its role in how agencies and advertisers evaluate media quality and creative performance, with a growing number of partners integrating attention signals into planning and optimization workflows.
"Attention is becoming a critical input in how we evaluate both media and creative," said Mike Villalobos, SVP, global GTM & commercial operations. "What’s compelling about xpln.ai’s measurement is the level of detail it brings to that process. It allows us to tell brands and agencies how the environment and execution contribute to performance which ultimately helps us make better decisions, faster."
Through the expanded relationship, Seedtag will continue to leverage xpln.ai’s proprietary technology to measure not only whether an ad has the opportunity to be seen, but how effectively it is processed by audiences. xpln.ai’s methodology is designed to provide a more detailed view of attention, including the factors that shape performance and the time required for a consumer to meaningfully understand a creative message.
As marketers look beyond traditional viewability toward more meaningful indicators of engagement and effectiveness, xpln.ai and Seedtag are aligned around a shared goal: enabling advertisers to drive stronger business results through better-informed planning, optimisation, and measurement.
Seedtag
AgenciesAttentionBrandsPartnership
Follow ExchangeWire