Observed Signal · Feb 27, 2026 · Partnership · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
Mortar AI and DAIVID Unite for Creative Effectiveness in MMM
Mortar AI has partnered with creative data provider DAIVID to embed creative-effectiveness metrics into Mortar AI’s Marketing Mix Model (MMM). The integration, branded as MMM + Creative, leverages DAIVID’s AI models—trained on tens of millions of human responses—and the DAIVID 39 framework to map creative performance across 39 emotions and commercially predictive metrics (attention, brand recall, brand intent). By quantifying emotional drivers within MMM, the solution aims to help advertisers prioritise creative that drives measurable commercial lift. The publishers note a referenced Accelero study that found creative quality can multiply profitability by up to 12x. MMM + Creative is available now in the Mortar AI platform. DAIVID was founded by the team behind ad tech platform Unruly and counts global advertisers including Sky and Boots as users.
Integration embeds creative-effectiveness signals into MMM, improving marketing measurement and actionable creative optimisation—useful for advertisers and agencies but not a major platform policy or industry-shifting change.
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Key Takeaways & Evidence Grounding
- Mortar AI partnered with DAIVID to integrate creative-effectiveness data into its Marketing Mix Model (MMM).
- DAIVID’s AI models were trained using tens of millions of human responses to ads.
- DAIVID’s platform maps creative performance across 39 distinct emotions (the DAIVID 39 framework) and measures metrics including attention, brand recall and brand intent.
- A cited Accelero study stated creative quality can multiply profitability by up to 12 times.
- MMM + Creative is available now within the Mortar AI platform; DAIVID was founded by the team behind Unruly and is used by advertisers including Sky and Boots.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
DAIVID Launches Creative Audit to Analyze Thousands of Ads
DAIVID, an intelligence engine for creative and media, has launched Creative Audit, a new solution that analyzes up to 5,000 creative assets at once to connect creative performance with business outcomes. The AI-powered tool assesses attention, emotion, brand recall, consideration, and purchase intent, then correlates these signals with media performance, social engagement, brand lift, and sales data. The findings are compiled into a data-led creative playbook, helping brands understand which creative elements drive stronger results and why. The solution is delivered in days and can integrate with existing workflows via API and MCP. In an analysis of over 3,500 creative assets for Boots, DAIVID found a 0.89 correlation between its signals and campaign outcomes. The launch targets advertisers seeking scalable creative intelligence to optimize media spend and creative strategy.
DAIVID and CreativeX Launch Datalink to Unify Creative Data
DAIVID announced a partnership with CreativeX to launch Datalink, a new data backbone designed to unify creative data across multiple sources. Datalink aims to connect disparate creative signals into a single dashboard, enabling brands to layer and activate insights within their existing media and production workflows. Early integrated partners include Kantar Link AI, Adverteyes, Dragonfly.AI, and Amplified, with Boots and Barilla named as early adopters. The initiative positions DAIVID to augment creative measurement—covering attention, emotion, brand recall, and related signals—by integrating with CreativeX’s system of control for creative, content, and media. Quotes from Barilla’s Mariama Kamanda and leaders from DAIVID and CreativeX emphasize the goal of streamlined workflows and richer measurement for faster, data-driven creative optimization.
DAIVID Joins CIMM’s Inaugural Startup Programme
DAIVID, an AI-powered creative measurement company, was selected as an inaugural member of the Coalition for Innovative Media Measurement (CIMM) 2026 Startup Programme after review by CIMM’s executive team and Steering Committee. The programme is intended to support early-stage companies building measurement, currency development and data-collaboration solutions for the media and advertising ecosystem. Other selected companies for the 2026 cohort are Aqxle, BranchLab, Simantea, Vuer and Wantent. DAIVID’s platform analyses video and image creative using human-trained AI to predict creative attention, 39 emotions and likely impacts on brand metrics. Members of the programme receive complimentary access to CIMM programmes, meetings, research and networking, plus exposure to potential customers and partners among CIMM’s established membership.
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