EDO Launches Automated TV Outcomes Measurement for Convergent TV
Event summary
- EDO launched 'EDO Always-On', a cross-platform measurement tool delivering automated performance data to media partners' proprietary platforms.
- The tool integrates with NBCUniversal's Performance Insights Hub and Paramount Global's InView platform.
- EDO Always-On provides in-flight insights tied to predictive mid-funnel outcomes, including search and site visitation.
- Early adopters include NBCUniversal and Paramount Global, with plans to expand to all advertisers.
The big picture
EDO's launch of Always-On marks a significant step in the evolution of TV outcomes measurement, addressing the industry's need for scalable, automated solutions in a convergent TV landscape. The integration with major media partners like NBCUniversal and Paramount Global underscores the strategic importance of real-time performance data in driving advertising effectiveness. This move positions EDO as a key player in the shift towards programmatic TV advertising, where data-driven decision-making is increasingly critical.
What we're watching
- Adoption Pace
- How quickly other major media partners will integrate EDO Always-On into their platforms.
- Data Utility
- Whether the automated, in-flight insights will drive meaningful optimization for advertisers.
- Competitive Response
- How competitors in TV outcomes measurement will react to EDO's scalable, automated solution.
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