CTV Measurement Company EDO Partners with Experian

TV ad measurement company EDO is to enrich its CTV ad outcomes data via a partnership with Experian, whose demographic attributes data will allow more granular measurement across the major TV platforms and manufacturers.

EDO's Convergent TV database covers cross-category streaming ad airings and every national TV ad airing since 2015. The firm combines real-time engagement tracking with decision science to provide detailed competitive, category, historical and predictive intelligence. The Experian collaboration is intended to improve its IdentitySpine solution, which offers identity matching and resolution capabilities, with the addition of data on age, gender, household income and other filters, applied 'in a privacy-centric way'. IdentitySpine allows the company to provide deeper consumer behavioral insights for advertisers and CTV players including broadcast networks and Hollywood studios, and the Experian tie-in will mean these firms can optimize ad performance using data on which media and creative investments drive strong engagement with relevant audiences.

Joshua Lee, CTO and Head of Product at EDO comments, 'EDO continues to invest in critical data collaborations that will unlock new levels of measurement and insight for our clients to effectively engage CTV audiences. Our collaboration with Experian is the latest step in empowering brands, agencies, and media owners to effectively engage audiences through their CTV campaigns'.

The firm, which already has data partnerships with Nielsen and Similarweb, is online at www.edo.com .