On December 17, 2024, EDO, the TV outcomes company, and DoubleVerify, a leading software platform for digital media measurement, data, and analytics, announced a groundbreaking partnership to deliver AI-powered optimization for Connected TV (CTV) advertising. By leveraging DV Scibids AI™, DoubleVerify’s proprietary technology designed to enhance ad performance and cost efficiency across top DSPs, the partnership sets a new standard for precision in the fast-growing CTV market, enabling advertisers to optimize media buys with ad-driven engagement signals.
DV Scibids AI automates and optimizes programmatic ad buying. The technology uses DSP impression-level data, first-party data, and third-party measurement data to dynamically create custom bidding algorithms tailored to clients’ specific KPIs and desired outcomes, while also improving operational efficiency and reducing manual effort.
EDO’s investment-grade data science models link every TV ad airing with actual engagement activity, a proven predictor of future sales. Through this partnership, DV advertisers can enhance campaigns by tapping into EDO’s database of over 133 million streaming ad airings and associated engagement metrics. With DV Scibids AI’s dynamic activation, clients can optimize their business outcomes using EDO insights to meet their CTV campaign objectives.
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Kevin Krim, CEO of EDO, said that the partnership with DoubleVerify empowers advertisers to make smarter, more effective programmatic investments by providing syndicated, scaled mid-funnel metrics that predict and improve campaign performance. As consumers increasingly turn to CTV and audiences become more fragmented, outcomes like search and website visits offer powerful signals that brands are reaching the right consumers and moving them closer to purchase. He highlighted that this partnership marks a significant step forward in ensuring every CTV engagement measurably contributes to advertisers’ goals.
EDO and DoubleVerify’s approach identifies and prioritizes high-engagement markets and media placements, allowing advertisers to adjust their media buys based on TV-driven ad engagement. For example, if consumers engage most with a brand’s ads in Chicago and Detroit, DV Scibids AI can optimize inventory purchases in those areas while reducing spending in lower-engagement regions. This level of dynamic optimization was previously unattainable in CTV.
Steven Woolway, EVP of Business Development at DoubleVerify, stated that by integrating EDO’s CTV data with DV Scibids AI, advertisers can maximize ROI and improve brand engagement, driving stronger business outcomes. He emphasized that this unique partnership sets a new standard for CTV advertising by combining advanced AI with robust engagement data to deliver unmatched precision and effectiveness.
Advertisers can activate EDO and DV Scibids AI through leading DSPs, including Google, Trade Desk, and Xandr, to maximize campaign ROAS and ad-driven engagement.