NEW YORK — A next-generation attention intelligence platform has forged a strategic partnership with TVision, which seeks to gain customers through the measurement of second-by-second TV and Connected TV viewer attention and engagement.
The agreement with xpln.ai is one designed to change granular, panel-based Connected TV attention data into “scalable, predictive models” advertisers can apply consistently across connected TV environments.
With the rise of free ad-supported streaming television (FAST) channels and a continued desire to bring linear local television content to the digital universe via apps, such insights could prove valuable as advertisers look for more reliable ways to evaluate media quality.
As TVision sees it, attention is emerging as a clearer signal than impressions or viewability because it reflects how ads are actually experienced. However, advertisers have relied on two fundamentally different systems: precise, attention data in TV, and scalable but indirect proxies in digital. “The result is a fragmented view of performance, where attention cannot be compared across channels, and optimization decisions are made on incomplete signals,” the company says.
At xpln.ai, this matter is addressed through a unified measurement and modeling platform that enables attention to be applied consistently across channels.
As part of this system, TVision’s person-level attention data is incorporated as an input specifically within xpln.ai’s Connected TV modeling. TVision captures detailed viewer presence and attention across linear TV and Connected TV using passive, in-home computer vision technology.
Integration by xpln.ai meshes this data alongside proprietary datasets, impression-level contextual signals, and additional inputs to model and predict attention at scale within Connected TV environments.
“To date, high-quality attention data has been constrained by scale and geography, while digital measurement has relied on proxies, leaving advertisers without a consistent way to evaluate performance,” said Fabien Magalon, CEO of xpln.ai. “By incorporating TVision’s person-level measurement into our CTV modeling, we’re extending high-quality attention signals into scalable systems advertisers can apply across their media mix.”
TVision CEO Yan Liu added, “TVision has always focused on measuring real human attention at the person level, capturing what people actually see and engage with on screen. xpln.ai’s use of our attention data within their scalable cross-channel models, gives advertisers more consistent and actionable insights across their campaigns.”
