xpln.ai and TVision Partnership Brings Attention Data to Scalable CTV Measurement

New York, United States; April 23, 2026 – xpln.ai, the next-generation attention intelligence platform, and TVision, the company measuring second-by-second TV and CTV viewer attention and engagement, today announced a strategic partnership that transforms granular, panel-based CTV attention data into scalable, predictive models advertisers can apply consistently across connected TV (CTV) environments worldwide.

As advertisers look for more reliable ways to evaluate media quality, attention is emerging as a clearer signal than impressions or viewability because it reflects how ads are actually experienced. But it has not been applied consistently. 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. 

xpln.ai addresses this through a unified measurement and modeling platform that enables attention to be applied consistently across channels. As part of this system, TVision’s second-by-second, person-level attention data is incorporated as a high-quality input specifically within xpln.ai’s CTV modeling. TVision captures detailed viewer presence and attention across linear TV and CTV using passive, in-home computer vision technology. xpln.ai integrates this data alongside proprietary datasets, impression-level contextual signals, and additional inputs to model and predict attention at scale within CTV environments.

This approach allows panel-based observations to be extended into real-time, scalable attention predictions across CTV environments, while connecting into xpln.ai’s broader cross-channel measurement framework. Advertisers can apply consistent attention metrics across CTV, social, YouTube, and the open web, enabling more reliable comparison, deeper understanding of what drives attention, and more effective optimization based on predictive signals rather than delivery alone.

The TVision and xpln.ai partnership, delivered through xpln.ai, enables advertisers to:

• Scale high-quality, person-level attention data across the CTV ecosystem
• Apply a consistent attention framework across channels and markets
• Gain visibility into attention in environments where direct measurement is limited
• Understand which creative and contextual factors drive attention
• Optimize campaigns using predictive attention signals, not just delivery metrics

“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 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,” said Yan Liu, CEO of TVision.