AI news · AudienceProject · xpln.ai
AudienceProject and xpln.ai add attention to cross-channel reach
A new study for campaigns in nine European markets counts each person once across channels, then estimates how many paid attention.
AudienceProject, which measures how many people a campaign reaches across channels, has teamed up with xpln.ai, which estimates how closely people look at ads, the two said on 27 October 2026. The combined figure is called deduplicated attentive reach. Picture a head count of everyone who met the campaign on any channel, with a tick next to those whom xpln.ai’s model rates as having looked. Studies are on sale in four Nordic markets (Denmark, Finland, Norway, Sweden) and in the UK, France, Germany, Italy and Spain, with Canada and Mexico to follow.
The work is split. AudienceProject makes sure a person who saw the ad on three channels is counted once, which keeps reach and frequency accurate. xpln.ai scores attention on the open web, YouTube, social and connected TV with models built from eye-tracking panels, context signals and analysis of the ad itself. The release does not say what counts as an attentive impression, what a study costs or how many people a study samples, and it shows no campaign results, PPC Land notes.
Frequency already has a known cost. Our creative fatigue guide, checked 27 October 2026, cites a 2022 Meta study in which performance fell 45 per cent once frequency averaged four.
If performance can fall by 45 per cent at a frequency of four, the useful number in these studies is attention per person at each frequency level, and the release does not define the attentive impression that number is built on.
Sources
- AudienceProject: AudienceProject and xpln.ai partner to introduce cross-media attentive reach measurement. Checked
- PPC Land: AudienceProject reach studies gain xpln.ai attention data in 9 markets. Checked
Alexandre S.
Alexandre S. is a creative ad strategist and copywriter with ten years' experience in digital marketing across multiple channels.