Dive Brief:

• TV outcomes measurement company Edo has a new tool that enables marketers to leverage its syndicated engagement data for testing media investment scenarios and refining strategies in the fragmented media market before committing to a final media plan, per a release. 
• Using the new Engaged Audience Planning tool, advertisers can optimize media outreach with third-party audience planning tools by analyzing ad-driven consumer behavior, including brand searches and website visits, across linear and streaming television.
• Edo’s new offering is compatible with audience planning tools from Nielsen, VideoAmp and Kantar Media, as well as programmatic optimization solutions like DoubleVerify’s Scibids AI. It is positioned as a way for buyers and sellers at the upcoming Upfronts to navigate cross-platform negotiations.

Dive Insight:

Interoperability is the new name of the game for marketing data, especially as advertisers approach the annual TV ad-buying season known as the Upfronts in the connected TV era. Like OpenAP’s new Open Identity cross-platform solution (set to launch next month) seeks to help advertisers identify audiences across multiple publishers, streamers and data providers, Edo’s new Engaged Audience Planning offering expands the company’s data library of more than 110 trillion cross-platform impressions to multiple platforms used by agencies for their planning and workflows. 

In the testing phase, one advertiser that used the data to combine predictive outcomes with audience optimization generated a three-times greater lift in ad-driven engagement over a traditional, audience-only media plan, per details in a press release. Those results demonstrate a streamlined process, with clearer outcomes and less manual work, according to the company.

Edo started sharing data with legacy TV measurement firm Nielsen in 2023. The latest news sees Edo also cozying up to competitors like Kantar and VideoAMP. The need for interoperability is a reflection of the current period of tumult in viewer analytics at a time of media fragmentation driven by the growth of CTV. The goal is to better meet the needs of advertisers who may be working with a few different digital ad partners.

“As advertisers turn to CTV to improve both brand impact and performance, we’re seeing rapid growth in programmatic CTV investment as a strategic way to reach and engage audiences,” said Mark Zagorski, CEO at DoubleVerify, in a statement. “By integrating with EDO’s Engaged Audience Planning, DV Scibids AI empowers brands to intelligently optimize their programmatic CTV campaigns — driving stronger engagement and measurable outcomes that matter.”