NEW YORK, LONDON – December 4, 2025 – Creative data provider DAIVID today announced it has partnered with CreativeX – the system of control for creative, content and media – on the launch of Datalink, a first-of-its-kind data backbone designed to connect the fragmented world of creative data.
Over the past decade, marketers have invested in dozens of creative data solutions to measure attention, emotion, distinctiveness, brand recall, and more. Yet these data sources remain disconnected, with brands switching between dashboards to gather creative intelligence. This means valuable insights can’t be scaled, merged, or operationalised fast enough for modern marketing.
Datalink changes that. Providing the connective infrastructure for a brand’s entire creative ad system, integrating multiple sources of creative intelligence into a single dashboard. By creating a unified creative data backbone, Datalink enables brands to layer and activate insights seamlessly across their existing media and production workflows.
Brands can now enrich creative signals directly in CreativeX. DAIVID, whose AI-powered solutions help marketers assess the emotional and business impact of all their creative to unlock instant performance improvement, is one of several early integrated partners in Datalink.
Other partners include:
> Kantar Link AI– for brand impact and creative effectiveness;
> Adverteyes – enables marketers to scale advertising effectiveness, driving sales growth, brand equity, and ROI;
> Dragonfly.AI – empowering brands with real-time insights and scientifically proven AI‑driven recommendations;
> Amplified – for human-verified attention measurement in real media contexts.
With tens of thousands of ads passing through the pipes of CreativeX daily, Boots and Barilla are just a few early adopters of Datalink to improve the quality of their creative signal and reduce the time taken to stitch insights together manually.
Mariama Kamanda, Associate Director, Data and Analytics, Barilla, said: “I’m truly excited about Datalink. The solution finally lets us bring our creative vendors into one connected space. It means we can pre-test ideas more easily, collect a full set of diagnostics, and then move into post-campaign analysis with all our media and creative data in one place. It creates a smoother workflow, yes, but more importantly, it gives us the access to the data we need for richer measurement, modelling, and reporting, enabling more compelling ‘So Whats’ and ‘Now Whats’ that drive meaningful campaigns and creative optimisation.”
DAIVID CEO Ian Forrester said: “By combining DAIVID’s attention, emotion, brand recall and next step intent signals with CreativeX’s creative quality signals, we’re providing a top-to-bottom window into creative effectiveness. In one place, you can: identify the best creative for each platform, know which are the most effective, and understand specifically why they are the most effective to unlock powerful strategic insights. Ultimately, this partnership is the key to brand media spend only being put against ads that are best fit and most effective. For good.”
Anastasia Leng, Founder & CEO of CreativeX, said: “Marketers today have more creative data than ever before, but it’s trapped in silos, disconnected, and deeply inactionable. Our new Datalink infrastructure gives this data a backbone. By connecting best-in-class sources of creative intelligence through one interoperable system, we’re turning creative data from a series of snapshots into a living network that drives real business decisions, built for the speed & scale of the AI era.”
To learn more about Datalink, visit https://learn.creativex.com/datalink-get-in-touch