Ad effectiveness tester System1 has joined Dawn, a coalition of specialist agencies led by CEO Bob Kantor.  

System1’s ad testing platform Test Your Ad measures consumers’ emotional responses to forecast commercial impact. The platform claims the world’s largest emotional response database comprised of 125,000 ads for users to compare creative effectiveness against the wider category.  

The company also has platforms for testing the commercial impact of ideas and brand health. Michael Blend is CEO.   

Kantor and media agency Crossmedia formed Dawn in 2019. Other partner agencies include Active International, BarkleyOKRP, Co:Collective, Vertiqal Studios and more.