CreativeX’s New Datalink Integrates Amplified Attention Data to Revolutionise Creative Data Connectivity
New Integrations with Kantar, Adverteyes, Amplified, DAIVID, and Dragonfly AI provide the first unified dashboard for brands to operationalise creative and media decisions in the age of AI.
NEW YORK (December 4th, 2025) – 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 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. Early integrated 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 – creative testing solution empowering CPG brands with real-time insights and scientifically proven AI‑driven recommendations to maximise creative performance
- DAIVID – AI-powered solutions help marketers assess the emotional and business impact of all their creative to unlock instant performance improvement
- 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, 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.”
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.”
“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.”
Learn more about Datalink here or enquire about a potential partnership with Amplified here.
About CreativeX
CreativeX is the only impartial system of control that unifies creative, content, and media into a single, living source of truth, enabling marketers to prove what works and scale it globally. Used by brands like Heineken, Bayer, and Unilever, CreativeX integrates directly into production and media workflows, connecting creative decisions with business outcomes to make every ad work harder.
About Amplified
Amplified is the global pioneer in human-led media measurement. Its platform, research services and data integrations enable brands and agencies to measure, predict and optimise real human attention - a proven metric that drives stronger business outcomes in advertising. Offering predictive planning tools, creative analysis and in-flight campaign measurement, Amplified delivers data-driven insights built on world-leading research and real behavioural signals. Trusted by global and local media leaders, Amplified is redefining media performance in the attention economy - turning attention from a buzzword into a strategic advantage.
Not all impressions are equal, and reach doesn’t guarantee engagement. Amplified’s Campaign Strategy tools use real human attention metrics to help you predict and optimise media performance before launch.
Your campaign's already live, great. But even the best executions can benefit from a fresh lens. Amplified’s in-flight attention measurement gives you clear, science-backed insights into how your creative and placements are performing while there's still time to level-up results.
Through bespoke research studies, we help brands, agencies and platforms measure attention where it matters most, across TV, social, CTV, DOOH and more. This in-depth research helps you ensure that your media investments are seen, engaged with, and delivering true impact.
Test, refine and optimise with attention-first insights. From creative testing to bespoke data analysis, we help brands, agencies and platforms improve performance.
Amplified offers flexible, API-driven integrations, making it easy to activate real human attention data within your existing platforms and tools. Whether you’re an agency, publisher, platform or brand, our integrations ensure attention insights are directly embedded into your workflow, powering smarter, more effective decision-making.
If you’re looking to take attention beyond a one-off study or standard integration, a partnership with Amplified unlocks exclusive access to research, insights, technology and strategic collaboration that transforms how you measure, plan and execute media.
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