Retail media networks (RMNs) and brands can now measure and optimise the creative effectiveness of their retail media ads in real time using an AI-powered tool launched by creative data provider DAIVID.

DAIVID has updated its Creative Data Feed API to enable RMNs and ad platforms to evaluate retail media creative at scale across a range of effectiveness metrics – including predicted attention, emotional impact, brand recall and purchase intent.

Retail media budgets have soared in 2025. According to the latest WARC Media Global Advertising Trends report, retail media ad spend will hit USD$176.bn (£130.78bn) this year, accounting for 15.2% of total global ad spend. As retail media emerges as the preferred channel for brands targeting high-intent shoppers, understanding which creative assets actually drive results is critical. 

As the medium matures, advertisers are also recognising that retail media is more nuanced than just a bottom-of-funnel conversion tool, driving a deeper need for effectiveness insights.

DAIVID’s Creative Data Feed API, which can be easily integrated into RMNs and ad platforms, injects real-time creative intelligence into retail media – empowering advertisers to boost campaign performance, directly link creative attributes and effectiveness to sales outcomes and reduce media wastage

Ian Forrester, CEO and founder of DAIVID, said: “We’re only scratching the surface of what’s possible with retail media. The creative’s role in driving outcomes across the full funnel remains hugely undervalued. What’s been missing is the ability to measure emotional impact, attention and purchase intent at scale, and to tie those insights directly to sales data. 

“It’s not just about reaching shoppers, it’s about converting them; winning ‘carts and minds’. If your retail media creative isn’t performing, you’re at risk of being left on the shelf. With DAIVID’s Creative Data Feed API, we’re giving RMNs the power to evaluate every single creative in real time, helping marketers to make smarter, data-driven decisions and continuously optimise the performance of their creative second by second.”

Powered by DAIVID’s proprietary AI models, the tool rapidly scores creative assets – from video to static display – against key creative effectiveness metrics. Marketers can access predictive insights before and after launch, empowering agile, performance-led creative decisions.

Trained using tens of millions of human responses to ads, DAIVID’s AI models predict the emotions a retail media ad will generate and its likely impact on brand and business metrics – enabling advertisers to measure the effectiveness of campaigns at scale. These models combine facial coding, eye tracking, and survey data with computer vision and audio analysis APIs. Clients include Nike, Snapchat and EssenceMediacom.

Creative assets that scored highly using DAIVID’s technology saw a 36% increase in attention, 41% boost in brand recall, and 32% uplift in purchase intent, compared to ads that scored poorly.

Key API features include:

• Easy-to-implement API integration;
• Real-time measurement of every unique ad asset;
• Dozens of proprietary effectiveness metrics, including attention levels, 39 different emotions, correct brand recall, and second-by-second purchase intent;
• Scalable for large creative libraries across multiple formats and platforms.

DAIVID’s Creative Data Feed API is available now for RMNs and brands looking to boost the creative effectiveness of their retail media campaigns. To find out more about, click here.