EDO, the TV outcomes company, announced the integration of its Convergent TV measurement with global advertising technology leader The Trade Desk . The partnership marks the first time advertisers on The Trade Desk platform can access EDO’s investment-grade data across all brand categories. The new solution empowers advertisers to measure and optimize their convergent TV investments within existing workflows.
Agency and brand marketers can now seamlessly access EDO’s predictive mid-funnel outcomes — such as brand searches and website visits — proven signals of consumer intent that correlate with future sales. The integration enables brands to compare performance to industry benchmarks, overlay their own first-party data, and make smarter bidding and optimization decisions.
For the first time, this powerful dataset is available to advertisers across the open web without a direct integration with EDO. This turnkey access to outcomes data empowers advertisers to make strategic, well-informed decisions with the agility to navigate ongoing economic uncertainty.
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“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.”
“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.”
SOURCE: Businessiwre