Launch of the AI-based advertising test platform DAIVID

Launch of the AI-based advertising test platform DAIVID

25 November 2021

Ian Forrester, former Insight Head of video tracking platform Unruly, launched an AI-based ad research platform called DAIVID, which automates ad testing using facial coding, eye tracking, and computer vision data to predict attention levels and human emotions.

Forrester (pictured) most recently worked for influencer marketing platform Whalar as SVP Research and Analytics, having spent over six years at Unruly, most recently as Global SVP, Insight. Previously he worked for Sony Pictures Entertainment as Senior Business Insight & Planning Manager, Europe; Tate & Lyle as Category Manager; and Nestlé as Customer Insight Executive.

London-based DAIVID uses AI-based technology to record the attention levels and emotions of participating audiences online – although Forrester says he believes the future of ad testing is eliminating human respondents from the market. process, and he plans to reduce the company’s reliance on panels by replacing them with a predictive algorithm in the coming months. This algorithm is built by layering multiple techniques and technologies to understand the link between creative devices and video performance, with eye tracking, campaign metrics, social media stats, and computer vision used to train the algorithm. , and the emotional impact tracked using facial coding and categorized. proprietary technology known as DAIVID 39.

Commenting on the launch, Forrester said: “Using significant recent advances in AI, data science and computer vision, DAIVID will enable advertisers to step up their creative testing – helping them face the challenges constantly evolving increasingly complex and complex challenges of today. fragmented digital landscape .

The company – which is in the process of raising a first round of funding and has secured an undisclosed investment from Carolyn Taylor, CEO of cultural consultancy Walking the Talk – is live at www.daivid.co.

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