The partnership will see Daivid’s creative testing technology – which measures attention, emotional response, brand recall and consumer intent – integrated into Kinetiq’s television intelligence network.

The integration will support creative analysis across all TV advertising, with Daivid’s models combining facial coding, eye tracking and survey data with computer vision and computer listening APIs, allowing users to understand the emotional and business impact of their video or display advert without the need for audience panels.

Ian Forrester (pictured), chief executive at Daivid, said: “Better creative drives better results, and by connecting delivery metrics with creative impact, we’re empowering brands to make smarter, faster decisions.”

Kevin Kohn, chief executive at Kinetiq, added: “By integrating creative quality with real-time ad tracking, we provide a complete view of TV advertising performance – helping brands maximise their media spend and optimise creative impact.”