Predictive technology in advertising: DAN Programmatic launches creative insights engine 'DAN vision for creative' - ET BrandEquity

DAN Programmatic, empowered by the Data Sciences Division of the Dentsu Aegis Network in India along with AMNET, the network's programmatic arm has announced the launch of'DAN Vision for Creative', a machine learning and neuroscience based engine. According to the company, it will deliver insights into the predicted performance of a creative even before the creative has actually run. The company added that'DAN Vision for Creative', through its sophisticated technology, endeavors to accurately present a visual heat map of effective elements of a creative and forecast the likelihood of its performance based on algorithms that have been trained over the performance of thousands of creatives and analysing millions of elements. Read Also: Agency Reckoner 2018-19: Top 15 Digital Marketing Agencies "One of the biggest game changers in modern marketing is the use of data to better the decision making capabilities of professionals to yield better outcomes. Creativity without data is a shot in the dark. Even when a creative professional claims to follow his gut, he or she is in reality analysing data generated through experiences for a particular outcome. Having co-founded an agency that deploys new age solutions to solve common problems, 'DAN Vision for Creative' is just the right weapon to solve the age old creative problem of "Why are certain creatives performing better than the others?." It is creating for us a unique differentiator by providing a justification or even starting points for our creative approach to deliver brand success," Sidharth Rao, CEO and co-founder, Dentsu Webchutney, said.