AudienceProject and xpln.ai have partnered to add an attention layer to cross-media reach studies, producing a figure the companies call deduplicated attentive reach.
According to the companies’ October 27 announcement, AudienceProject measures deduplicated reach and frequency across channels, and xpln.ai measures attentive impressions and attention rates. Combined, they report how many of the people reached engaged with the ad. The studies are delivered to advertisers and agencies in nine European markets: the United Kingdom, Germany, France, Italy, Spain, Sweden, Denmark, Norway and Finland. Canada and Mexico are listed as next.
Why it matters
Reach counts each person once. Attention rates describe how many of those people engaged. Putting the two in a single figure gives media planners the share of the people reached who engaged, which they otherwise have to estimate from two separate reports. Émilie Carcassonne, Managing Director, France and Spain at AudienceProject, said the added layer “gives advertisers and agencies the confidence to invest where their campaigns work hardest.”
We covered AudienceProject’s AI report assistant and CTV benchmarking in August. This announcement is a separate event: a new combined metric from a partner.
One question the announcement leaves open
The announcement does not say how an attention rate measured on impressions is applied to a deduplicated audience, how the studies are priced, or which channels each study covers. Those details decide whether the new figure can sit next to existing reach reports on a media plan.
In our reading, buyers who are offered the figure should ask for the method note first, and ask which channels fed the attention rates. A new KPI is most useful once a team has decided what plan change it would trigger, a point IAB’s measurement decision guide, open for public comment until November 4, makes for measurement evidence in general.
Source: AudienceProject
