AudienceProject and xpln.ai Partner to Introduce Cross-Media Attentive Reach Measurement
Advertisers and agencies across nine European markets can now add an attention layer to their independent cross-media measurement.
AudienceProject, a leading provider of independent cross-media measurement, has partnered with xpln.ai, the attention intelligence platform helping advertisers measure, understand, and optimize attention across media environments. Through the partnership, the two companies will provide customers with insights into the attentive reach of their campaigns 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 of the people reached 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.
"Deduplicated reach and frequency are the foundation of how advertisers and agencies plan and optimize 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.
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"Reach tells advertisers how many people were exposed to their campaign. Attention tells them how many of those people 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.
About AudienceProject
AudienceProject is a leader in independent, AI-powered cross-media measurement, enabling advertisers, media owners and the industry to trust, prove and improve advertising outcomes through a scalable SaaS platform.
Built on deep integrations, robust methodology, and a privacy-first architecture with AI as the engine behind our measurement, AudienceProject provides always-on measurement of omnichannel advertising across markets, accurately building deduplicated cross-media audiences in a fragmented and privacy-constrained ecosystem, enabling a full funnel understanding of performance for campaign planning, optimisation, and evaluation.
