EDO Introduces Always-On Outcomes Measurement to Scale Performance Insights for Convergent TV

EDO, the TV outcomes measurement company, has announced the launch of EDO Always-On, a new cross-platform measurement solution built to automate and scale outcomes-based reporting for Convergent TV advertising. The new offering delivers continuous performance insights directly into media owners’ proprietary analytics environments, enabling always-on measurement across linear TV and streaming inventory for brands in every category.

With EDO Always-On, EDO advances its long-term strategy to make outcomes measurement more accessible, timely, and operational at scale. The solution enables outcomes data from Convergent TV airings-including premium streaming placements-to flow directly into media partners’ internal performance platforms. In addition, the offering includes EDO’s syndicated, cross-platform competitive insights, powered by linear and streaming norms and benchmarks, helping media partners contextualize performance across categories and advertisers.

Early adopters of EDO Always-On include NBCUniversal and Paramount Global, both of which are integrating EDO’s syndicated outcomes data into their respective performance intelligence systems. These integrations allow outcomes-based insights to be delivered automatically and in-flight, supporting more informed optimization and decision-making throughout the campaign lifecycle.

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With the power of Vertical AI and investment-grade syndicated outcomes data from EDO, EDO Always-On now offers scalable and efficient measurement solutions that are not typically associated with traditional multi-touch attribution models. Media partners can now offer automated insights related to predictive mid-funnel outcomes such as search and site visits.

EDO Always-On is currently live with two major media partners:

  • NBCUniversal: EDO’s TV outcomes data feeds directly into NBCUniversal’s Performance Insights Hub (PIH), supporting automated performance reporting for all advertisers. The integration enables continuous in-flight measurement and supports future cross-platform optimization initiatives.
  • Paramount Global: EDO’s outcomes measurement is available to agencies and advertisers through Paramount Global’s InView platform. Following a successful rollout across select categories, EDO data will expand to all advertisers, delivering transparent, real-time performance insights across Paramount’s linear and streaming inventory.

“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 for our media partners and their advertising clients. This is how outcomes measurement scales for a Convergent TV world.”

Built for Seamless Integration and Scaled Action

EDO Always-On seamlessly integrates with your existing data infrastructure for your current media partner, so you can continue to operate in the same way but with increased efficiency, clarity, and actionable insights. By integrating outcomes measurement into your own systems, media owners can move from insight to optimization in shorter cycles without increasing operational complexity.

“EDO has been a tremendous partner to NBCUniversal, and we are thrilled to have them integrated into our proprietary intelligence platform, Performance Insights Hub. Their commitment to innovation and measurement excellence makes them an ideal collaborator,” said P.J. Gasparini, SVP, Insights & Measurement, Advertising & Partnerships, NBCUniversal. “We’re equally excited for the debut of EDO Always-On and proud to be an inaugural media partner. Together, we’re shaping a more informed and more accountable future for advertisers.”

With EDO Always-On, EDO is setting a new standard for automated, outcomes-driven measurement—helping media partners and advertisers navigate the evolving Convergent TV landscape with greater confidence, clarity, and accountability.

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