Nielsen and EDO Integrate Ad Audience and Impact Data

Nielsen has announced a partnership with TV ad impact measurement firm EDO, with measurement data from each available through both platforms for mutual clients.

EDO's Convergent TV database covers cross-category streaming ad airings and every national TV ad airing since 2015. Following the deal, Nielsen ONE National TV measurement data, including Live Streaming, will feature as an input to EDO's predictive outcomes solution, while EDO's outcomes measurement data will be accessible as part of Nielsen's Media Impact planning software. The partners say this will allow media buyers and sellers to 'seamlessly plan and optimize their convergent TV campaigns in a single, streamlined view of ad measurement' - to unlock more value from Convergent TV investments.

The combined datasets will be available for Linear planning in 2023. Linear and Connected TV planning and measurement will be made available in 2024, and Nielsen says later it will integrate EDO's predictive outcomes data into Nielsen ONE Ads, allowing client end-to-end planning, measurement and optimization of campaign performance.

Nielsen Chief Product Officer Deirdre Thomas comments: 'For a century now, Nielsen has provided great value to the industry with measurement data made available through our own products. With EDO, we are taking the first step towards extending that same value beyond our own tools and allowing the power of our audience measurement to be integrated alongside other datasets and enhance other applications. We believe this interoperability will drive the next era of impactful, responsive media and advertising planning'.

Kevin Krim, CEO and President of EDO, says his firm's clients have 'for years' combined Nielsen reach and frequency with EDO predictive outcomes manually, 'but the complexity of a streaming and linear landscape demands better solutions'. He adds: 'Data-driven software tools - powered by the best signals - are the clear answer. By connecting these critical datasets in both our platforms, we are offering a multi-dimensional view to meet the needs of Convergent TV'.

Web sites: www.nielsen.com and www.edo.com .