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Launch for AI-based Ad Testing Platform DAIVID

November 25 2021

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

Ian ForresterForrester (pictured) most recently worked at influencer marketing platform Whalar as SVP Research and Analytics, having spent the prior more than six years at Unruly, latterly as Global SVP, Insight. Earlier he worked for Sony Pictures Entertainment as Senior Business Insight & Planning Manager, Europe; Tate & Lyle as a Category Manager; and Nestle as Customer Insight Executive.

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

Commenting on the launch, Forrester said: 'Using significant recent advancements in AI, data science and computer vision, DAIVID will make it possible for advertisers to scale up their creative testing - helping them cope with the ever-evolving challenges of today's increasingly complex and fragmented digital landscape'.

The company - which is in the process of raising a seed round of funding and has secured an undisclosed investment from Carolyn Taylor, CEO of culture consulting firm Walking the Talk - is online at www.daivid.co .

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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