NEW YORK, LONDON – July 8, 2026 – Creative intelligence platform DAIVID today announced it has joined Adelaide’s new AU Ecosystem for Creative Partners (AECP), a new way for advertisers to connect creative quality insights directly to media decisions.
Launching alongside Adverteyes (formerly Realeyes), Ipsos, Neurons, Sundogs and System1, AECP gives advertisers access to leading creative measurement partners. Their insights can be connected to media quality through Adelaide’s AU Ecosystem, helping advertisers make smarter decisions and drive stronger outcomes.
AECP builds on Adelaide’s broader AU Ecosystem, which connects advertisers, publishers, platforms, and measurement partners around a shared standard for media quality. Today, the ecosystem includes more than 70 sell-side members and over 50 buy-side partners activating Adelaide’s AU metric through their offerings.
Media quality and creative quality are two of the most important drivers of performance, but they have historically been evaluated separately. Creative is tested in one workflow, while media is planned and optimized in another. AECP brings these signals into the same decision-making process, enabling advertisers to align the strength of their creative with the quality of their media.
Adelaide AU is an omnichannel media quality metric that predicts a placement’s ability to capture attention and drive outcomes. It combines eye-tracking, placement and device signals, and full-funnel outcome data into a 0–100 score advertisers use to compare quality across channels, formats, and devices.
Through AECP, advertisers select a creative measurement partner based on their needs. The partner evaluates creative strength and delivers insights alongside the recommended Creative AU Adjustment, a clear signal for the level of media quality needed to support that creative.
Adelaide then helps advertisers apply that signal across planning, buying, and optimization, helping ensure high-performing creative runs in quality media environments.
Ian Forrester, CEO and founder of DAIVID, said: “Creative and media have traditionally been optimized separately, even though audiences experience them together. By connecting DAIVID’s AI-powered creative data with Adelaide’s media quality signals, advertisers can now make better decisions about where their creative will have the greatest impact. Through AECP, the strength of the creative and the quality of the media are finally working from the same playbook, enabling better outcomes for advertisers. It’s an important step towards a more connected approach to campaign performance.”
Marc Guldimann, CEO & Co-founder of Adelaide, said: “Media’s role is to create the right environment for an ad to capture attention. Creative’s job is to hold that attention long enough to drive impact. AECP brings these two critical performance drivers together at the point of execution, so advertisers can get more out of their media spend.”
Paul Lim, Head of Brand Campaigns at Dr. Squatch, said: “Creative and media have always been closely connected, but it’s often been difficult to bring those signals together in a practical way. This is another step toward making those insights more actionable and informing better decisions.”
AECP’s launch partners span a range of methodologies, from AI-driven predictive creative scoring to neuroscience-based analysis and large-scale research. Coverage includes display, online video (OLV), connected TV (CTV), linear TV, audio, and social formats across global markets.
To learn more, visit ecosystem.adelaidemetrics.com.