EDO Launches Ad EnGage Optimize Tool

In New York, TV audience measurement and outcomes company EDO has launched an in-flight campaign optimization suite as part of its Ad EnGage platform.

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. In January it launched EDO Always-On, a new cross-platform tool promising to feed automated, scaled performance data directly into media partners' proprietary data platforms.

EDO says the latest solution is purpose-built for the CTV era and powered by more than a decade of its TV outcomes and ad intelligence data. Ad EnGage Optimize enables users to autonomously optimize frequency, creative rotation, audience targeting and media planning in-flight.

The suite includes Frequency Optimizer, capping impressions based on outcomes data; Creative Rotation Optimizer, which identifies which creatives are driving results and which are wearing out; Audience / Geo Optimizer, driving investment to the strongest audience and markets; and Agentic Integration, connecting the solution with existing client AI workflows via EDO's MCP layer.

Kevin Krim (pictured), the company's President and CEO, states: 'By taking EDO's unparalleled TV outcomes data - for every ad, everywhere, all at once - we can autonomously analyze any in-market campaign and provide strategic, actionable insights. Modern marketers can finally stop number-crunching and start making the decisions that actually move their business forward.' Laura Grover, the firm's SVP, Head of Client Solutions says audience targeting needs constant adjustment., but 'acting on all of it, manually, across every campaign and every publisher, was not easy or scalable.' She continues: 'Ad EnGage Optimize changes that equation entirely. For the first time, brands and agencies can apply EDO's outcomes data to every optimization lever automatically, in-flight, and at the scale their campaigns actually require.'

Web site: www.edo.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.