As advertisers demand clearer proof of performance across streaming and linear environments, outcomes based measurement is becoming essential to the future of TV advertising. EDO Always On enters the market as a response to that shift, aiming to make convergent TV performance measurement automated, scalable, and continuously available. EDO announced the launch of EDO Always On, a new cross platform measurement capability designed to deliver in flight outcomes data directly into media partners proprietary analytics platforms.
The new offering expands EDO long standing measurement of television and convergent campaigns by enabling always on reporting across all premium video inventory. Rather than relying on bespoke studies or delayed attribution models, EDO Always On pipes syndicated outcomes data for convergent TV airings, including streaming inventory, straight into media owners internal systems. This allows outcomes measurement to operate continuously for all brands and categories.
EDO Always On fulfills a multi year vision to scale outcomes measurement across the TV ecosystem. The solution is powered by EDO Vertical AI and investment grade syndicated outcomes data, providing predictive insight tied to mid funnel outcomes such as search activity and site visitation. By removing the latency and cost associated with traditional multi touch attribution, media partners can now offer advertisers automated performance visibility while campaigns are still active.
Early adopters include NBCUniversal and Paramount Global, both of which are integrating EDO syndicated cross platform outcomes data into their performance intelligence platforms. At NBCUniversal, EDO ad driven TV outcomes feed directly into the Performance Insights Hub, enabling ongoing in flight reporting and potential cross platform optimization for advertisers. At Paramount Global, EDO data is being delivered through the InView platform, with plans to expand availability across all advertisers following an initial rollout.
“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 Performance Insights Hub and Paramount Global InView, we are 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.”
Designed for seamless integration, EDO Always On fits into existing partner data stacks without disrupting established workflows. Media owners can activate outcomes reporting natively within their platforms, creating greater operational efficiency while delivering more actionable insights to advertisers.
“EDO has been a tremendous partner to NBCUniversal, and we are thrilled to have them integrated into our proprietary intelligence platform, Performance Insights Hub,” said P J Gasparini, SVP of Insights and Measurement for Advertising and Partnerships at NBCUniversal. “Together, we are shaping a more informed and more accountable future for advertisers.”
As streaming first buying and cross platform planning continue to accelerate, EDO Always On positions EDO at the center of outcomes measurement evolution. By making performance data continuously available across premium video, EDO Always On sets a new foundation for accountability and optimization in the convergent TV era.
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