TV Ad Measurement Firm EDO Adds Four to Senior Team

In the US, TV ad measurement specialist EDO has hired John Cripps as Senior Vice President of Convergent Measurement, Peter Foley as Head of Data Science, Diane Staffan as Head of Product Strategy, and Gowtham Prakash as Manager of Data Engineering.

With locations in New York City and Los Angeles, EDO applies data science and behavioral metrics to help marketers, TV networks, streaming platforms and movie studios generate greater value from their creative efforts and media investments. Cripps (pictured) joins from Kantar Analytics, where he developed the firm's first multi-touch attribution product, Balanced Attribution; having previously been President of Marketing Decision Science, whose SpendMetrics attribution and optimization software was sold to Kantar Analytics and formed the basis of Balanced Attribution. In his new role, Cripps will focus on developing EDO's Convergent TV Ad Measurement platform.

Foley previously led the Data Science and Analytics group at TV measurement and analytics company 605 - from its inception in 2016 when the firm acquired AMG. AMG itself had previously acquired political modeling firm Pivotal Targeting, co-founded by Foley in 2012.

Staffan most recently served as VP Media Analytics at Warner Bros Pictures, overseeing advanced TV, premium digital video and addressable cross-platform audience and measurement strategy for theatrical releases. Gowtham previously managed the Engineering team at 605, responsible for architecting and building the data pipe to ingest viewing data from the set-top boxes for three million Cablevision customers.

Commenting on the appointments, President and CEO Kevin Krim said: 'Adding such depth of talent and expertise to our strong team demonstrates our commitment to our customers and conviction about our vision. These leaders collectively bring decades of product, data science, engineering, analytic, and strategic experience to EDO as we develop our Convergent TV Measurement platform to fill an essential need for the TV advertising industry'.

Web site: www.edo.com .