MarketCast adds ‘hybrid’ ad testing

The technology combines artificial intelligence with human research methods, with the aim of better predicting how ads will perform across audience segments for TV, connected TV and digital advertising.

The tool, ‘MarketCast Ad Effect Express’, uses the company’s audience AI, which draws on survey data to train AI models to project how people will react to advertising. The tool includes facial and eye tracking to track reactions to ad creative, and allows for responses to open-ended questions.

Headquartered in LA, MarketCast offers advertising and brand research services and tools.