Streaming Measurement Partnership for EDO and FuboTV

In the US, TV ad measurement company EDO and sports-first live TV streaming platform Fubo have announced a partnership to measure consumer behavior across Fubo's premium sports, news and entertainment content.

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. Last week the company partnered with Experian to add data on age, gender, household income and other filters to its identity matching and resolution solution IdentitySpine.

FuboTV aims to aggregate premium TV sports, news and entertainment content through a single app, and operates Fubo in the US, Canada and Spain and Molotov in France.

Partnering with EDO will allow Fubo to provide brands and agencies with granular CTV engagement data to attribute direct outcomes to CTV ad campaigns. This includes trend data detailing viewer demographics most engaged with ads on the streaming service.

Dina Roman, SVP Global Ad Sales at Fubo, states: 'One of the strengths of CTV is its data-driven nature and the ability to measure ad campaigns more deliberately and accurately than on traditional linear TV. Brands and agencies today are seeking clear insights into the outcomes of their advertising campaigns and that is why we are tapping measurement partners like EDO to reinforce the value of Fubo's premium content and audience'.

EDO President and CEO Kevin Krim comments: 'By combining Fubo's streaming expertise with EDO's robust experience measuring live sports and entertainment events across linear and streaming TV, we're empowering advertisers to go beyond basic reach metrics and begin measuring the outcomes-based, proof-of-performance insights that determine whether a brand achieves its most important business goals'.

Web sites: www.edo.com and www.fubo.tv .