- TV outcomes measurement company Edo has a brand new tool that allows marketers to leverage its syndicated engagement data for testing media investment scenarios and refining strategies within the fragmented media market before committing to a final media plan, per a release.
- Using the brand new Engaged Audience Planning tool, advertisers can optimize media outreach with third-party audience planning tools by analyzing ad-driven consumer behavior, including brand searches and website visits, across linear and streaming television.
- Edo’s latest offering is compatible with audience planning tools from Nielsen, VideoAmp and Kantar Media, in addition to programmatic optimization solutions like DoubleVerify’s Scibids AI. It is positioned as a way for buyers and sellers on the upcoming Upfronts to navigate cross-platform negotiations.
Interoperability is the brand new name of the sport for marketing data, especially as advertisers approach the annual TV ad-buying season referred to as the Upfronts within the connected TV era. Like OpenAP’s latest Open Identity cross-platform solution (set to launch next month) seeks to assist advertisers discover audiences across multiple publishers, streamers and data providers, Edo’s latest Engaged Audience Planning offering expands the corporate’s data library of greater than 110 trillion cross-platform impressions to multiple platforms utilized by agencies for their planning and workflows.
In the testing phase, one advertiser that used the data to mix predictive outcomes with audience optimization generated a three-times greater lift in ad-driven engagement over a conventional, audience-only media plan, per details in a press release. Those results show a streamlined process, with clearer outcomes and fewer manual work, based on the corporate.
Edo began sharing data with legacy TV measurement firm Nielsen in 2023. The latest news sees Edo also cozying as much as competitors like Kantar and VideoAMP. The need for interoperability is a mirrored image of the present period of tumult in viewer analytics at a time of media fragmentation driven by the expansion of CTV. The goal is to raised meet the needs of advertisers who could also be working with a couple of different digital ad partners.
“As advertisers turn to CTV to enhance each brand impact and performance, we’re seeing rapid growth in programmatic CTV investment as a strategic solution to reach and have interaction audiences,” said Mark Zagorski, CEO at DoubleVerify, in an announcement. “By integrating with EDO’s Engaged Audience Planning, DV Scibids AI empowers brands to intelligently optimize their programmatic CTV campaigns — driving stronger engagement and measurable outcomes that matter.”
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