Comcast Advertising Media Solutions has partnered with attention measurement specialist xpln.ai to launch Focus, a new capability that allows advertisers and agencies to purchase impressions based on verified attention duration for premium online video and connected TV (CTV) campaigns. With Focus, buyers can choose a minimum attention threshold of two, three, or five seconds-and only pay for impressions that meet that standard.
This breakthrough brings a more performance-driven and efficient way for advertisers to evaluate and optimize media spend in premium video environments.
How Focus Works
At the core of Focus is xpln.ai’s advanced measurement technology, which applies machine learning to analyze multiple attention variables and calculate a probabilistic attention score for each impression. These variables include:
-
Viewability – such as geometric ad position, share of screen, and user activity.
-
Page experience – including the number of ads simultaneously displayed, overlapping creatives, and even time-of-day context.
-
Context and audience – factoring in the tone of the surrounding video content and typical user interaction patterns.
Each impression is assigned an estimated attention value in seconds. An impression achieves a 100% attention score once it meets or exceeds the advertiser’s selected attention threshold (two, three, or five seconds). This enables advertisers and agencies to directly tie campaign delivery to meaningful viewer engagement rather than relying solely on traditional completion or viewability metrics.
Also Read: XR and Amazon Ads Integrate with Amazon DSP for Expanded Ad Access
A Shift in Measuring Campaign Effectiveness
“Viewability and completion KPIs are no longer entirely sufficient to evaluate the performance of digital video campaigns. Attention considers factors such as sound presence, engagement with long-form content, and screen size and how these variables impact the effectiveness of a video campaign,” commented Massimo de Magistris, VP, head of Comcast Advertising Media Solutions International at Comcast Advertising.
“Today, every second counts. This applies to everything – especially the most premium environments, such as CTV and online video. With insights from the partnership with xpln.ai, we are excited to introduce Focus in markets outside of the US to help our advertiser and agency clients achieve better returns on their investments.”
“We are delighted to partner with Comcast Advertising,” said Fabien Magalon, CEO of xpln.ai. “Their expertise in video advertising technology, combined with our attention measurement capabilities, will enable advertisers and agencies to mobilise this critical KPI in driving their online video and CTV investments.”