Key Points
- EDO has debuted Always-On, a cross-platform product that automates outcomes-based TV ad measurement across linear and streaming inventory.
- The tool delivers real-time, mid-funnel performance insights at scale without traditional attribution costs or workflow disruption.
- NBC Universal and Paramount Global are early adopters, integrating EDO data into their internal performance analytics platforms.
EDO has launched a new measurement product aimed at making outcomes-based television advertising data more accessible and scalable across linear and streaming platforms.
The product, called EDO Always-On, is a cross-platform offering designed to deliver automated performance data directly into media partners’ proprietary analytics systems, the company said on Wednesday.
The product expands EDO’s long-standing measurement of television and convergent campaigns by enabling continuous outcomes reporting for all advertisers and categories across premium video inventory.
EDO Always-On is intended to scale outcomes measurement by integrating performance data for convergent TV airings, including streaming inventory, directly into media owners’ internal platforms. The offering includes EDO’s syndicated cross-platform competitive performance data, built on linear and streaming benchmarks and norms. Early adopters include NBC Universal and Paramount Global, both of which are integrating EDO’s syndicated outcomes data into their respective performance intelligence tools.
The company said the new product is powered by its Vertical AI technology and syndicated outcomes dataset, allowing for efficient measurement without the cost and delays typically associated with traditional multi-touch attribution models. EDO Always-On focuses on predictive mid-funnel outcomes, including search activity and site visitation, and delivers automated, in-flight insights across streaming and cross-platform campaigns.
EDO Always-On is currently live with two major media partners: At Comcast’s NBC Universal, EDO’s ad-driven outcomes data is feeding directly into the company’s Performance Insights Hub, enabling automated performance reporting for advertisers and ongoing in-flight measurement, with the potential for cross-platform optimization.
The second partner, Paramount Global, is integrating EDO Always-On’s outcomes data into its InView platform within select advertising categories, with plans to expand access to all advertisers. The integration provides real-time performance insights across Paramount Global’s linear and streaming inventory, EDO said.
“EDO Always-On is an industry milestone for outcomes-based TV measurement,” said Kevin Krim, the CEO of EDO. “By automating the measurement and delivery of our syndicated outcomes data directly into platforms like NBC U’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.”
EDO Always-On is built to integrate seamlessly into existing data stacks without disrupting established workflows, allowing media companies to operationalize outcomes measurement at scale. P.J. Gasparini, Senior Vice President, Insights and Measurement, Advertising and Partnerships at NBC Universal, said the integration reflects an ongoing collaboration focused on improving accountability and performance transparency for advertisers.
EDO Always-On is available to major television and video publishers and is positioned as the next phase of scalable, interoperable outcomes measurement for streaming-first and cross-platform television advertising.
