"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,"
"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."
Teads formed a strategic partnership with XPLN.AI to make attention a core metric for media effectiveness. XPLN.AI's technology analyses dozens of variables across ad format, display context, and media environment to predict the quality and impact of individual ad impressions. The partnership will roll out across EMEA and the US and will focus on innovation and co-development to extend attention measurement to additional advertising formats. Clients will receive pre- and post-test impact studies to quantify attention's effect on brand metrics. The collaboration also aims to create dedicated attention standards and benchmarks; French measurements show average uplifts of +66% on CTV instream, +15% on inRead mobile, and +45% on inRead desktop versus XPLN.AI benchmarks.
Read at Exchangewire
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