EDO Launches ‘EDO Always-On’, Delivering Automated, Scaled Outcomes Measurement for Convergent TV

EDO, the TV outcomes company, announced the launch of EDO Always-On, a new cross-platform measurement offering designed to deliver automated, scaled performance data directly into media partners’ proprietary data platforms. This enhanced capability expands EDO’s long-standing measurement of TV and convergent campaigns, enabling always-on outcomes reporting for all brands and categories across all premium video.

EDO Always-On fulfills EDO’s multi-year vision to scale outcomes measurement by piping outcomes data for Convergent TV airings — including streaming inventory — directly into media owners’ internal analytics platforms. This capability includes EDO’s syndicated cross-platform competitive performance fueled by linear and streaming norms and benchmarks. Early adopters include NBCUniversal and Paramount Global, which are integrating EDO’s syndicated cross-platform outcomes data, covering all categories and brands, into their respective performance intelligence systems.

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Powered by EDO’s Vertical AI and investment-grade syndicated outcomes data, EDO Always-On enables efficient, scalable measurement without the high cost or latency issues tied to traditional multi-touch attribution. Media partners can now provide advertisers with automated, in-flight insights tied to predictive mid-funnel outcomes — specifically search and site visitation — across streaming and cross-platform campaigns.

EDO Always-On is currently live with two major media partners:

• NBCUniversal: EDO’s ad-driven TV outcomes data feeds directly into NBCUniversal’s Performance Insights Hub (PIH), enabling automated performance reporting for all advertisers, enabling ongoing in-flight measurement, as well as potential cross-platform optimization.
• Paramount Global: EDO’s outcomes measurement is made available to agencies and advertisers through Paramount Global’s InView platform, with EDO data soon expanding to all advertisers following the successful roll-out of select categories. The integration provides transparent, in-flight performance insights across Paramount’s linear and streaming inventory, allowing them to assess and optimize impact in real time.

“EDO Always-On is an industry milestone for outcomes-based TV measurement,” said Kevin Krim, CEO of EDO. “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.”

Built for Seamless Integration and Action

EDO Always-On is designed to integrate seamlessly into a partner’s existing data stack, enabling a new level of operational efficiency and actionability without disrupting established workflows.

“EDO has been a tremendous partner to NBCUniversal, and we are thrilled to have them integrated into our proprietary intelligence platform, Performance Insights Hub. Their commitment to innovation and measurement excellence makes them an ideal collaborator,” said P.J. Gasparini, SVP, Insights & Measurement, Advertising & Partnerships, NBCUniversal. “We’re equally excited for the debut of EDO Always-On and proud to be an inaugural media partner. Together, we’re shaping a more informed and more accountable future for advertisers.”

EDO Always-On is available to all major publishers of TV and video advertising and represents the next evolution in scalable, interoperable outcomes measurement for streaming-first and cross-platform TV.