AudienceProject measures deduplicated reach and frequency across advertising channels, while Xpln.ai measures attentive impressions and attention rates.

The two companies have developed a new key performance indicator (KPI) called deduplicated attentive reach, which they say shows how many of the people reached by a campaign engaged with the advert.

Both companies said the new KPI would allow advertisers and agencies to better understand campaign performance and inform cross-media planning.

The partnership will launch in the UK, Germany, France, Italy, Spain, Sweden, Denmark, Norway and Finland, with Canada and Mexico to follow.

Émilie Carcassonne, managing director, France and Spain at AudienceProject, said: “Deduplicated reach and frequency are the foundation of how advertisers and agencies plan and optimise campaigns across channels, and that foundation has never been more important in a fragmented media landscape. Our partnership with Xpln.ai builds on it.”

Fabien Magalon, chief executive and co-founder at Xpln.ai, said: “Reach tells advertisers how many people were exposed to their campaign. Attention tells them how many of those people engaged.

“By combining AudienceProject’s deduplicated reach with Xpln.ai’s attention rates, we are giving advertisers and agencies a quality-driven metric that looks beyond ad exposure and evaluates true audience engagement across channels.”