New EDO Tool Feeds Ad Data Direct into Client Systems

TV outcomes measurement firm EDO has launched EDO Always-On, a new cross-platform tool promising to feed automated, scaled performance data directly into media partners' proprietary data platforms.

EDO's measurement platform identifies and tracks the consumer behavior most predictive of future sales, following campaigns across linear and streaming TV - the firm combines immediate engagement signals with decision science and vertical AI to help clients map media investments to business results, providing detailed competitive, category and historical insights. Its software is compatible with a range of audience planning tools including Nielsen, VideoAmp and Kantar Media, as well as programmatic optimization solutions like DoubleVerify Scibids.

The new capability, already being used by NBCUniversal and Paramount Global, promises always-on outcomes reporting piped directly into clients' own analysis systems, for all brands and categories across all premium video. EDO says it enables efficient, scalable measurement without the high cost or latency issues tied to traditional multi-touch attribution. Its media partners 'can now provide advertisers with automated, in-flight insights tied to predictive mid-funnel outcomes' - specifically search and site visitation - for campaigns across platforms.

CEO Kevin Krim (pictured) comments: 'EDO Always-On is an industry milestone for outcomes-based TV measurement. By automating the measurement and delivery of our syndicated outcomes data directly into platforms like NBCU's Performance Insights Hub and Paramount Global's Inview, we're dramatically increasing the speed, efficiency, and utility of performance measurement for our media partners and their advertising clients. This is how outcomes measurement scales for a Convergent TV world.'

The company is online at www.edo.com .