Key Points
- EDO has launched Ad EnGage Optimize to help advertisers improve TV campaign performance in real time.
- The platform uses historical data to optimize frequency, creative rotation, targeting and media planning across linear and streaming.
- EDO says up to 35% of ad impressions can be reallocated to better-performing inventory through optimization.
EDO is expanding beyond measurement and attribution with the launch of Ad EnGage Optimize, a new platform designed to help brands and agencies automatically improve the performance of television advertising campaigns while they are still running.
The TV outcomes measurement company said the new offering uses more than a decade of its advertising performance data to optimize campaign frequency, creative rotation, audience targeting and media planning across linear and streaming television.
The launch comes as advertisers face increasing pressure to demonstrate measurable returns on media spending and navigate a converging television marketplace that spans broadcast, cable and streaming platforms.
According to EDO, analysis of recent convergent TV campaigns found that more than 35 percent of advertising impressions in some campaigns could potentially be redirected toward higher-performing inventory through more effective frequency management. The company also said optimizing creative rotation across streaming and linear television can improve campaign performance by approximately 20 percent.
“Our industry has been building towards this moment for years,” Kevin Krim, the President and Chief Executive Officer of EDO, said in a statement on Thursday. “As the battle for third-party audience measurement gives way to a world of first-party audiences and predictive outcomes, consistent and precise measurement on both sides of the equation has never been more important — and optimization has never been more urgent.”
Ad EnGage Optimize builds on the same outcomes measurement platform already used by major television networks, streaming services, agency holding companies and advertisers, EDO said. The system links television ad exposures with consumer behaviors that the company says are predictive of business outcomes, allowing marketers to make adjustments while campaigns remain in market.
The platform includes several optimization tools tailored to different aspects of media buying. A Frequency Optimizer recommends audience- and market-specific frequency caps, while a Media Plan Optimizer is designed to improve placement efficiency and return on investment. The Creative Rotation Optimizer identifies which advertising creative is driving results and which assets may be losing effectiveness, and an Audience-Geo Optimizer helps advertisers adjust investments toward stronger-performing audience segments and geographic markets.
EDO is also introducing an Agentic Integration capability that allows the platform to connect with existing artificial intelligence workflows through the company’s Model Context Protocol (MCP) integration layer.
Laura Grover, the Senior Vice President and Head of Client Solutions at EDO, said advertisers have long had access to campaign insights but lacked practical ways to implement optimizations at scale.
“Every week, client partners were sitting on millions of dollars of incremental campaign value,” Grover said. “The frequency was off, the creative was wearing out, and the audience targeting needed adjustment. But acting on all of it, manually, across every campaign and every publisher, was not easy or scalable.”
