EDO Launches ‘Always On’ Measurement With NBCU, Paramount

EDO, a TV measurement platform provider, has launched EDO Always-On, a new cross-platform measurement offering designed to deliver automated, scaled performance data directly into media partners’ proprietary data platforms. 

NBCUniversal and Paramount Global are the inaugural media partners for the service, integrating EDO’s TV and streaming performance data into their proprietary data platforms.

The new offering is intended to fulfill a multi-year vision to scale outcomes measurement by piping data for linear and streaming inventory directly into media owners’ internal analytics systems. The data includes syndicated cross-platform competitive performance benchmarks.

“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.”

Powered by what EDO calls “Vertical AI,” the system aims to provide measurement without the high cost or latency issues typically associated with traditional multi-touch attribution. Media partners can provide advertisers with in-flight insights tied to mid-funnel outcomes, specifically search and site visitation.

The integrations are currently live with the two initial partners:

• NBCUniversal: EDO’s data feeds into the Performance Insights Hub (PIH), allowing for automated reporting and potential cross-platform optimization for all advertisers.
• Paramount Global: Outcomes measurement is available through the InView platform. The integration provides transparent performance insights across Paramount’s linear and streaming inventory.

“EDO has been a tremendous partner to NBCUniversal, and we are thrilled to have them integrated into our proprietary intelligence platform,” said P.J. Gasparini, SVP of insights and measurement, advertising and partnerships at NBCUniversal.

EDO says the “Always-On” service is now available to all major publishers of TV and video advertising.

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