EDO & Chalice Unite to Boost Programmatic CTV Campaigns

EDO, the TV outcomes company,and Chalice, a leader in custom AI-powered adtech, announced that EDO’s outcomes data are now available in Chalice’s platform to optimize Connected TV (CTV) campaign performance by leveraging high-performing regions to drive more informed buying decisions and maximize return on investment.

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“At Chalice, our mission is to put AI in the hands of agencies like Rain, who are running ahead by delivering real outcomes for advertisers, now including search lift.”

EDO’s integration with Chalice expands the capabilities of Chalice Outcomes AI, enabling advertisers to harness custom algorithms for precise targeting and measurement. By applying engagement data to campaigns spanning CTV, linear TV, and digital ecosystems, Chalice can drive impactful KPIs like share of search, brand health, and site visits.

“Our partnership with Chalice marks a transformative moment for advertisers that connects the dots between ad-driven engagement and broader campaign goals in an automated way,” said Joshua Lee, CTO and Head of Product, EDO. “By integrating our data with Chalice’s platform, advertisers can now seamlessly realize the benefits of immediate, data-driven decisions.”

Leveraging EDO’s database of 130M+ streaming ad airings and predictive engagement signals alongside Chalice’s tools, advertisers can make data-driven adjustments to fine-tune campaigns and increase brand lift. Now, advertisers can identify and prioritize high-engagement regions and optimize media placements dynamically across programmatic and digital channels.

For example, if a brand’s campaign generates high consumer engagement in cities like Los Angeles or Dallas, Chalice’s AI-powered tools will immediately optimize media buys to focus on these high-performing regions while reducing investment in areas with lower engagement. This level of precision ensures efficient allocation of resources, delivering measurable improvements in campaign performance across platforms like CTV, Meta, and YouTube — capabilities that were previously challenging to achieve.

“Our collaboration with Chalice on the custom search algorithm demonstrated the power of precision targeting in underpenetrated markets,” said David Nyurenberg, Director of Video Product Development & Innovation, Rain the Growth Agency. “By focusing on geographies with high category search demand but low brand visibility, we were able to efficiently drive a higher rate of new customer acquisition and deliver a return on ad spend that outperformed other strategies. This approach underscores the value of leveraging advanced algorithms to uncover untapped opportunities and deliver measurable business outcomes.”

“We’re proud to be the first to show lift from custom AI trained on EDO search data,” said Chalice CEO Adam Heimlich. “At Chalice, our mission is to put AI in the hands of agencies like Rain, who are running ahead by delivering real outcomes for advertisers, now including search lift.”

This collaboration also unlocks new opportunities for advertisers to leverage EDO’s aggregated, non-personally identifiable (PII) data. By doing so, they can make more informed buying decisions and achieve better returns on their advertising investments.

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Source – Businesswire