Advanced Television

Comcast Advertising, xpln.ai partner on Focus

September 9, 2025

Comcast Advertising Media Solutions has partnered with measurement specialist xpln.ai to launch Focus –  which aims ti enable advertisers and agencies to buy impressions that reach a selected attention duration of at least two, three or five seconds for premium online video and CTV campaigns. 

xpln.ai’s advanced suite of technology, including machine learning algorithms, measures and analyses user engagement through multiple attention variables, including (but not limited to): 

  • Viewability – covering factors such as the geometric position of the ad, share of screen, and user activity; 

  • Page experience – accounting for factors such as the number of ads simultaneously on screen and overlapping ads, and time of day; 

  • Context and audience – including the tonality of the video environment and typical user interactivity. 

By analysing all variables, xpln.ai’s technology estimates a probabilistic attention score for each impression: a modelled value in seconds indicating how long an ad likely held the attention of the viewer. An impression is deemed to have achieved 100 per cent attention score once the estimated attention time meets the selected duration of at least two, three or five seconds. 

With Focus, which is available in markets outside of the US, advertisers and agencies can purchase a set number of impressions and select a minimum attention duration and only pay for impressions that meet the selected attention score threshold as outlined above which could help in improving budget efficiency. 

“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. “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,” added Fabien Magalon, CEO of xpln.ai. “Their expertise in video advertising technology, combined with our attention measurement capabilities, will enable advertisers and agencies to mobilize this critical KPI in driving their online video and CTV investments.” 

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