Through the agreement, the companies will integrate AI-based creative performance insights, including emotional impact, attention and various brand metrics, into brands’ marketing models.

The companies said the partnership would also offer brands and agencies granular insights on advertising performance and tools for evaluating performance across channels and formats.  

Daivid’s platform analyses videos and images, combining facial coding, eye tracking and survey data with computer vision and computer listening APIs, to predict viewer emotion, attention levels and potential impact on brand metrics.

Ramla Jarrar, president and co-founder, Mass Analytics, said: “By integrating Daivid’s predictive capabilities into our MMM frameworks, we can help our clients enhance ROI and make informed decisions about their creative strategies.”

Ian Forrester, chief executive and founder, Daivid (pictured), added: “Partnering with Mass Analytics allows us to embed our creative insights into a broader marketing performance narrative.”