Teads, the omnichannel outcomes platform for the open internet, today (26th November, 2025) announced a strategic partnership with XPLN.AI, the ad attention measurement and optimisation technology company. The collaboration aims to advance attention as a core metric for media effectiveness, underscoring both companies’ shared vision to evolve how advertising performance is defined and valued across the industry. 

Leveraging XPLN.AI’s advanced technology, which analyses dozens of variables across ad format, display context, and media environment, Teads enables its clients to move beyond traditional metrics and accurately predict the quality and impact of every ad impression. 

The collaboration will focus on several strategic areas: 

● Global rollout: The partnership will be deployed across EMEA and the US, giving Teads’ clients direct access to XPLN.AI’s attention measurement solutions. 

● Innovation and co-development: Both companies will expand attention measurement capabilities to new advertising formats, ensuring consistent and actionable insights across the full media mix. 

● Impact analysis: Clients will gain access to pre and post-test studies to better understand the real impact of attention on brand metrics. 

● Standards and benchmarks: The partnership also supports the creation of dedicated attention standards. In France, currently the market with the highest volume of attention measurements, Teads already demonstrates strong performance across all measured screens, with average uplifts of +66% attention time on CTV instream, +15% on inRead mobile, and +45% on inRead desktop compared to XPLN.AI’s benchmark for each format. 

"We are thrilled by the trust Teads has placed in us through our strategic partnership. In a context where traditional KPIs are no longer sufficient to assess the true effectiveness of advertising campaigns, attention represents a real challenge and opportunity for advertisers," said Fabien Magalon, CEO of XPLN.AI.

"This partnership with XPLN.AI further strengthens our commitment to media quality and transparency. It also reaffirms that Teads outperforms on attention for both web and CTV (as demonstrated by our standards against XPLN.AI benchmarks)," added Caroline Hugonenc, SVP, data & Insights, Teads.

Teads

Outbrain Inc. (Nasdaq: OB) and Teads combined on February 3, 2025 and are operating under the new Teads brand. The new Teads is the omnichannel outcomes platform for the open internet, driving full-funnel results for marketers across premium media. W...

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