{"id":858821,"date":"2025-06-10T06:05:42","date_gmt":"2025-06-10T10:05:42","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/edo-and-the-trade-desk-bring-new-ctv-measurement-approach-to-programmatic-media-buying\/"},"modified":"2025-06-10T06:05:42","modified_gmt":"2025-06-10T10:05:42","slug":"edo-and-the-trade-desk-bring-new-ctv-measurement-approach-to-programmatic-media-buying","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/edo-and-the-trade-desk-bring-new-ctv-measurement-approach-to-programmatic-media-buying\/","title":{"rendered":"EDO and The Trade Desk Bring New CTV Measurement Approach to Programmatic Media Buying"},"content":{"rendered":"

<\/p>\n

EDO and The Trade Desk Bring New CTV Measurement Approach to Programmatic Media Buying<\/b><\/p>\n

For the first time, advertisers can measure and optimize CTV campaign effectiveness using EDO\u2019s syndicated outcomes data in a programmatic platform<\/i><\/p>\n

NEW YORK–(BUSINESS WIRE<\/a>)–EDO<\/a>, the TV outcomes company, today announced the integration of its Convergent TV measurement with global advertising technology leader The Trade Desk<\/a> (NASDAQ: TTD). The partnership marks the first time advertisers on The Trade Desk platform can access EDO\u2019s investment-grade data across all brand categories. The new solution empowers advertisers to measure and optimize their convergent TV investments within existing workflows.<\/p>\n

\nAgency and brand marketers can now seamlessly access EDO\u2019s predictive mid-funnel outcomes \u2014 such as brand searches and website visits \u2014 proven signals of consumer intent that correlate with future sales<\/a>. The integration enables brands to compare performance to industry benchmarks, overlay their own first-party data, and make smarter bidding and optimization decisions.<\/p>\n

\nFor 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<\/a>.<\/p>\n

\n\u201cMarketers are under increasing pressure to prove the value of their CTV investments \u2014 and they demand predictive outcomes to do so,\u201d said Kevin Krim, <\/b>President & CEO, EDO<\/b>.<\/b> \u201cThis 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 \u2014 immediate, interoperable, and built for action.\u201d<\/p>\n

\n\u201cAs CTV continues to drive innovation across the open internet, there is growing demand to rethink traditional approaches to measurement. EDO\u2019s integration with The Trade Desk marks a key step in this evolution,\u201d said Samantha Jacobson, Chief Strategy Officer, The Trade Desk<\/b>. \u201cBy integrating EDO\u2019s proprietary TV outcomes data, we\u2019re 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.\u201d<\/p>\n

\n“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.<\/b> “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.”<\/p>\n

\nThe partnership builds on EDO\u2019s momentum in integrating its predictive TV outcomes measurement across the media ecosystem, including recent partnerships with DoubleVerify Scibids AI\u2122<\/a> and Chalice AI<\/a>, which are available to build custom algorithms on The Trade Desk. These integrations enable AI-powered optimization, cross-platform planning, and more efficient media activation \u2014 all driven by outcomes data that ties ad exposures to actual consumer behavior.<\/p>\n

\nDiscover how EDO can enhance your brand\u2019s Convergent TV investment strategy at edo.com\/outcomes<\/a>.<\/p>\n

About EDO<\/b><\/p>\n

\nEDO is the TV outcomes company. Our leading measurement platform connects convergent TV airings to the ad-driven consumer behaviors most predictive of future sales. EDO empowers the advertising industry to maximize media impact, optimize creative performance, and know the fair value of every impression \u2014 across linear and streaming for an increasingly programmatic world. By combining immediate engagement signals with world-class decision science and vertical AI, EDO equips industry leaders with syndicated, investment-grade data that aligns media to business results \u2014 with detailed competitive, category, and historical insights. Leading brands, agencies, networks, streamers, and studios trust EDO\u2019s TV intelligence to know what works.<\/p>\n

About The Trade Desk<\/b><\/p>\n

\nThe Trade Desk\u2122 is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com<\/a> or follow us on Facebook<\/a>, Twitter<\/a>, LinkedIn<\/a> and YouTube<\/a>.<\/p>\n

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View source version on businesswire.com: <\/span>https:\/\/www.businesswire.com\/news\/home\/20250610867798\/en\/<\/a><\/span><\/p>\n

Media contact
\n<\/b>
KCSA for EDO
\n
edo@kcsa.com<\/a><\/p>\n

KEYWORDS:<\/b> United States North America New York<\/p>\n

INDUSTRY KEYWORDS:<\/b> Software Entertainment Professional Services Technology Artificial Intelligence Other Communications Data Analytics TV and Radio Marketing Advertising Communications Other Technology<\/p>\n

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EDO and The Trade Desk Bring New CTV Measurement Approach to Programmatic Media Buying For the first time, advertisers can measure and optimize CTV campaign effectiveness using EDO\u2019s syndicated outcomes data in a programmatic platform NEW YORK–(BUSINESS WIRE)–EDO, the TV outcomes company, today announced the integration of its Convergent TV measurement with global advertising technology leader The Trade Desk (NASDAQ: TTD). The partnership marks the first time advertisers on The Trade Desk platform can access EDO\u2019s 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\u2019s predictive mid-funnel outcomes \u2014 such as brand searches and website visits \u2014 proven … <\/p>\n

Continue reading “EDO and The Trade Desk Bring New CTV Measurement Approach to Programmatic Media Buying”<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-858821","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nEDO and The Trade Desk Bring New CTV Measurement Approach to Programmatic Media Buying - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/edo-and-the-trade-desk-bring-new-ctv-measurement-approach-to-programmatic-media-buying\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"EDO and The Trade Desk Bring New CTV Measurement Approach to Programmatic Media Buying - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"EDO and The Trade Desk Bring New CTV Measurement Approach to Programmatic Media Buying For the first time, advertisers can measure and optimize CTV campaign effectiveness using EDO\u2019s syndicated outcomes data in a programmatic platform NEW YORK–(BUSINESS WIRE)–EDO, the TV outcomes company, today announced the integration of its Convergent TV measurement with global advertising technology leader The Trade Desk (NASDAQ: TTD). The partnership marks the first time advertisers on The Trade Desk platform can access EDO\u2019s investment-grade data across all brand categories. The new solution empowers advertisers to measure and optimize their convergent TV investments within existing workflows. 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