The superpower behind relevance, resonance and results
Make Creative Intelligence Your New Superpower
Creativity runs through every aspect of the global economy, fueling growth into all markets.
A large driver of that growth is tied to advertising and entertainment, where billions of dollars are spent on productions and media to reach people and capture the attention of audiences.
Creative is at the heart of it all
Creative sits in the center of XR’s ecosystem, supporting all sides of advertising and entertainment to deliver stories to audiences worldwide, across any screen.
Our global platform interconnects billions of data elements throughout the creative lifecycle, unlocking intelligence that moves creativity forward.
Understand, Optimize, Outperform
Capitalize on the insights from your data that unites content and media distribution at local and global scale, unleashing a superpower for achieving relevance, resonance and results.
Creative Data in
One Place
View creative activity by delivery, spend, usage and performance
Consolidate all assets, linking ads distributed across media channels into one place for actionable insights and reporting, driving greater control and transparency.
Minimize risk and costly violations associated with rights & compliance
Identify opportunities for asset reuse across TV & digital media platforms
Support sustainability and reduce carbon footprint with wasted assets
View creative delivery by market, format and media channel
Discover unused assets and quantify impact on production costs
Optimize future investments for production and rights
Creative Analysis at Scale
Measure representation and inclusivity across all of your content
Breakdown the visual and audio characteristics of every creative to understand content and context within every asset and track key attributes.
XR’s platform leverages AI to analyze visual and audio elements of every creative to determine attributes such as skin tone, gender expression, age, disability, body type, sustainable messaging and accessibility elements (closed captioning and audio descriptions).
Measure if your content is aligned with your inclusivity and sustainable goals
Discover if your ads are able to reach all audiences
Inform future storyboarding and talent featured in your campaigns
Learn where you can make optimizations to better diversify your content
Review readiness and inform adaptations for: Deaf and Hard-of-hearing audiences (closed captioning) and Blind and Visually impaired audiences (audio description)
Efficiently track and search creative assets
Creative Excellence Score
Evaluate core creative principles against industry best practices to optimize effectiveness and inform future planning.
Adapt and optimize your creatives through AI-powered insights.
We enable scoring of critical creative elements for TV and digital, providing data-driven clarity that informs, inspires and enhances brand impact.
Refine your creative approach based on scoring to deliver high-performing content
Align creative standards and practices with your brand
Determine your creative score to evaluate quality and effectiveness
Explore the XR Platform
XR's Distribution Network
Global omnichannel delivery, uniting automated and trusted linear TV delivery, independent and MRC-accredited digital ad serving, plus other traditional channels.
Asset Management
Centralized assets to manage, organize, share and distribute content more efficiently and compliantly–while maximizing creative value.
Professional & Creative Services
Comprehensive production services and business affairs ready to support critical phases of the creative lifecycle, from ideation to execution and analysis.