Teads has entered a strategic partnership with XPLN.AI to elevate “attention” – rather than traditional metrics – as the standard for measuring advertising effectiveness across the open web. Under the alliance, Teads will integrate XPLN.AI’s attention-measurement technology – which analyzes multiple variables, including ad format, context, and media environment — to help advertisers better predict and optimize the quality and impact of each ad impression.
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The integration will roll out globally across EMEA and the U.S., offering clients pre- and post-test studies to quantify how attention influences brand outcomes, and facilitating the development of new attention standards. Early results from markets such as France show significant uplifts: a +66% increase in attention time on CTV instream, +15% on mobile inRead, and +45% on desktop inRead ads, compared against XPLN.AI benchmarks. This partnership underscores Teads’ commitment to media quality, transparency, and measurable impact — enabling marketers to move beyond viewability and clicks toward attention-driven ad effectiveness.