CreativeX, the system of control for creative, content, and media, today announced 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 operationalized 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. Early integrated partners include:
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, commented: “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 campaign and creative optimisation.”
“Marketers today have more creative data than ever before, but it’s trapped in silos, disconnected, and deeply inactionable,” said Anastasia Leng, Founder & CEO of CreativeX. “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.”
Duncan Southgate, Global Creative & Media Lead, Kantar, said: “Kantar’s LINK AI brings comprehensive creative effectiveness metrics to Datalink, spanning emotion and attention measurement and validated measures which are proven to predict sales and brand outcomes. Major advertisers and platforms have long been combining CreativeX data with LINK AI’s creative effectiveness insights to elevate their creative decision-making at scale. Now many more can benefit from this killer creative intelligence combination.”
“For so long, creative and media have lived in separate worlds, but they’ve finally found a common language, and that language is attention,” said Dr. Karen Nelson-Field, Founder & CEO of Amplified. “By bringing real, human-verified attention and media data into CreativeX’s rigorous Datalink infrastructure, we’re helping to replace attention partial truths and modeled guesses with a global standard for creative analytics - one that finally unifies creative, media, and outcomes.”
"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,” commented Ian Forrester, CEO, DAIVID. “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."
“At Dragonfly AI, we believe attention is the currency of effective creative, but traditional testing methods are too slow and costly to scale across the sheer volume of content brands produce today,” comments Steve King, CEO, Dragonfly. “Our partnership with CreativeX, through Datalink, unlocks scalable measurement of attention performance, seamlessly embedded within the creative workflow. By combining Dragonfly’s real-time, neuroscience-backed predictions with CreativeX’s intelligent governance, brands can optimise for attention before launch—across every asset, every channel, everywhere. And with memory and emotion insights on the horizon, this marks the beginning of a new era in creative intelligence.”
“Creative performance is the biggest lever CMOs have for sales growth, yet their data are scattered across teams, tools, and markets," said Alex Browne, VP of Revenue, Adverteyes.ai. "CreativeX’s Datalink changes that by connecting Adverteyes’ human-response and sales-lift intelligence directly into their system, delivering brands a unified, actionable view of what drives results. Our shared clients can move faster, create better, and scale effectiveness.”
Keen to learn more about Datalink? Click here.
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