EDO and The Trade Desk Introduce Advanced CTV Measurement for Programmatic Media Buyers

EDO, the TV outcomes company, has announced the integration of its Convergent TV measurement capabilities with global advertising technology leader The Trade Desk. This strategic partnership marks a significant advancement in programmatic media buying, giving advertisers direct access to EDO’s investment-grade outcomes data across all brand categories—for the first time—through The Trade Desk platform.

This integration allows marketers to seamlessly tap into EDO’s mid-funnel predictive outcomes, including brand search activity and website visits, which are proven indicators of consumer intent and future purchase behavior. By bringing these insights into their existing workflows, advertisers can now benchmark performance, apply first-party data, and make smarter bidding decisions across convergent TV campaigns.

With this integration, advertisers no longer need a direct relationship with EDO to benefit from its outcomes data. The turnkey access empowers programmatic teams to optimize media strategies with the flexibility and speed needed to navigate dynamic market conditions.

“Marketers are under increasing pressure to prove the value of their CTV investments — and they demand predictive outcomes to do so,” said Kevin Krim, President & CEO, EDO. “This partnership with The Trade Desk is a major step forward for our industry, bringing investment-grade outcome measurement directly into the platforms where decisions are made. This is about programmatic enablement for a streaming-first world — immediate, interoperable, and built for action.”

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“As CTV continues to drive innovation across the open internet, there is growing demand to rethink traditional approaches to measurement. EDO’s integration with The Trade Desk marks a key step in this evolution,” said Samantha Jacobson, Chief Strategy Officer, The Trade Desk. “By integrating EDO’s proprietary TV outcomes data, we’re giving our clients the tools they need to drive smarter planning, measurement, bidding, and better results on CTV that meet the business objectives of their omnichannel campaigns.”

“We’re always seeking innovative and scalable measurement solutions that empower our clients to make real-time decisions that drive business impact,” said Maureen Bosetti, U.S. Chief Investment Officer, IPG Mediabrands. “As programmatic CTV remains one of the fastest-growing investment channels, it’s critical we take an AI-driven approach. EDO’s integration with The Trade Desk grants access to outcome-based signals, providing clarity on what’s working and enabling us to deliver precision at scale.”

This collaboration extends EDO’s ongoing efforts to integrate predictive outcomes-based measurement across the digital ecosystem. It follows recent integrations with DoubleVerify Scibids AI™ and Chalice AI, now available to power custom algorithms within The Trade Desk. These partnerships further support AI-driven planning, real-time optimization, and actionable insights by connecting ad exposures directly to consumer behavior across platforms.

With this launch, EDO and The Trade Desk are redefining how brands measure and activate performance on CTV—empowering marketers with outcome-driven intelligence that supports faster, more effective media investment decisions in a streaming-first world.