AudienceProject, a leading provider of independent cross-media measurement, has partnered with xpln.ai, the attention intelligence platform helping advertisers measure, understand, and optimise attention across media environments. Through the partnership, the two companies will provide customers with insights into their attentive campaign reach across channels, allowing advertisers and agencies to make more confident investment decisions.

The partnership combines AudienceProject's cross-media measurement expertise with xpln.ai's attention measurement solution. AudienceProject measures deduplicated reach and frequency across channels, while xpln.ai measures attentive impressions and attention rates. Together, they create a new KPI: deduplicated attentive reach, which shows how many people reached actually engaged with the ad. For advertisers and agencies, deduplicated attentive reach is a game-changer for understanding campaign performance and informing smarter cross-media planning for future campaigns.

"Deduplicated reach and frequency are the foundation of how advertisers and agencies plan and optimise campaigns across channels, and that foundation has never been more important in a fragmented media landscape. Our partnership with xpln.ai builds on it. By adding attention data to our independent cross-media measurement, we can show advertisers not only how many people in their target group they reached and how often, but also how many of them actually engaged. That extra layer gives advertisers and agencies the confidence to invest where their campaigns work hardest," said Émilie Carcassonne, managing director, France and Spain at AudienceProject.

"Reach tells advertisers how many people were exposed to their campaign. Attention tells them how many of those people truly engaged. By combining AudienceProject's deduplicated reach with xpln.ai's attention rates, we are giving advertisers and agencies a quality-driven metric that looks beyond ad exposure and evaluates true audience engagement across channels," said Fabien Magalon, CEO and co-founder at xpln.ai

The cross-media attentive reach measurement is delivered through dedicated studies to advertisers and agencies in nine European markets: the United Kingdom, Germany, France, Italy, Spain, Sweden, Denmark, Norway, and Finland, with Canada and Mexico to follow.

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