Samsung taps Ace Metrix to score ad creative

Ace Metrix, which is part-funded by marketing services group WPP, has built a system to quickly poll TV watchers on their reactions to breaking adverts, which are then scored on factors such as watchability, relevance, likeability and desire.

As well as the Live data, the Samsung deal also includes use of Ace Metrix’s Pre product, which tests ads prior to release.

Ace Metrix is headed by CEO Peter Daboll (pictured), a former head of insights at Yahoo.