EDO, the TV outcomes company, announced the release of Ad EnGage Optimize, the latest addition to its Ad EnGage platform, purpose-built for the Convergent TV era. Fueled by more than a decade of EDO’s investment-grade TV outcomes and ad intelligence data, Ad EnGage Optimize gives brands and agencies the power to autonomously optimize frequency, creative rotation, audience targeting, and media planning in-flight — turning media investments into a continuous, performance-driven feedback loop.

According to the latest TV outcomes research, EDO found that in some Convergent TV campaigns, up to 35%+ of ad impressions can be reinvested in higher-performing inventory through smarter frequency capping alone. Additionally, optimizations in creative rotation across streaming and linear can drive a 20% increase in campaign performance. In a media environment where every dollar is being held accountable to results, this approach goes beyond incremental gains, representing millions of dollars in untapped value sitting inside existing brand advertising campaigns.

“Our industry has been building towards this moment for years. As the battle for third-party audience measurement gives way to a world of first-party audiences and predictive outcomes, consistent and precise measurement on both sides of the equation has never been more important — and optimization has never been more urgent. Modern marketers know that optimization is the top of the value pyramid — the game-changer in convergent TV that has never been fully realized, until now. Ad EnGage Optimize gets us closer to the true ‘Easy Button’ of convergent TV advertising,” said Kevin Krim, President & CEO of EDO. “By taking EDO’s unparalleled TV outcomes data — for every ad, everywhere, all at once — we can autonomously analyze any in-market campaign and provide strategic, actionable insights. Modern marketers can finally stop number-crunching and start making the decisions that actually move their business forward. With Ad EnGage Optimize, the decision is the deliverable.”

Built on a Decade of Outcomes. Designed for What’s Next.

EDO’s Ad EnGage Optimize runs on the same investment-grade data layer trusted by every major TV network, streamer, agency holdco, and fast-growing roster of top-tier brand advertisers. By connecting every TV airing to the consumer behaviors proven to predict business results, EDO’s TV outcomes have become an indispensable industry indicator of the fair value of media. EDO’s media partners understand this and are leveraging EDO to increasingly scale cross-platform outcomes measurement — the critical first step towards optimizing across their own media properties. Brands and agencies can now apply EDO’s TV outcomes data to an optimization workflow, whether that is identifying the best frequency cap, ensuring efficient media plans, refining the target audience, or adjusting creative rotations.

Ad EnGage Optimize goes further — applying that intelligence across every dimension of a campaign simultaneously: creative, audience, frequency, media placement, and DMA. No longer are optimization scenarios based on single-attribute analyses. EDO now surfaces the optimal performance for every combination of attributes, based on what has worked across categories, brands, products, and media environments. In a world where every advertiser has their own notion of audience, what matters most are results.

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At its core, Ad EnGage Optimize performs a simple but essential function: translating EDO’s Convergent TV outcomes insights into actionable decisions and recommendations — autonomously, across every campaign lever, every time. This is especially important in times of economic uncertainty for marketers across brand categories, where every media dollar matters. Each offering of the Ad EnGage Optimize suite is designed to fit seamlessly into any workflow.

• Frequency Optimizer: Maximizes the impact of every impression with campaign-, publisher-, audience-, and market-specific frequency caps grounded in outcomes data.
• Media Plan Optimizer: Ensures placements drive the highest possible efficiency and return.
• Creative Rotation Optimizer: Identifies which creatives are driving results — and which are wearing out — while campaigns are still in-flight.
• Audience/Geo Optimizer: Determine optimal investment against the strongest audience and markets.
• Agentic Integration: Connects Ad EnGage Optimize with existing client AI workflows via EDO’s MCP layer for autonomous optimization.

Why the Market is Overdue for Ad EnGage Optimize

For years, the data to optimize Convergent TV campaigns has existed. The problem was never insight — it was execution. Translating outcomes data into action across dozens of publishers, hundreds of DMAs, and multiple campaigns simultaneously was simply beyond what any team could do manually at the speed and scale modern advertising demands.

“Every week, client partners were sitting on millions of dollars of incremental campaign value — and they knew it. The frequency was off, the creative was wearing out, and the audience targeting needed adjustment. But acting on all of it, manually, across every campaign and every publisher, was not easy or scalable,” said Laura Grover, SVP, Head of Client Solutions, EDO. “Ad EnGage Optimize changes that equation entirely. For the first time, brands and agencies can apply EDO’s outcomes data to every optimization lever automatically, in-flight, and at the scale their campaigns actually require.”

Even with the industry’s most precise predictive outcomes data, campaign optimization was still a task too multi-dimensional and time-consuming to execute manually every single time across every campaign, publisher, and audience segment. That’s the challenge EDO has built Ad EnGage Optimize to solve. With Vertical AI models working continuously against EDO’s outcomes data, brands and agencies can stop managing optimization and start leading strategy.

“The industry has spent years debating which metric should be the currency of TV advertising. That was always the wrong argument. As AI gives brands, publishers, and agencies the ability to build a coordinated strategic brain across the full marketing stack, what matters most are the inputs that can’t be fabricated — behavioral ground truth, rigorous methodology, and structural separation from the transactions being measured,” said Randall Rothenberg, Co-creator of the new Unified Marketing Intelligence framework, and former President & CEO of the Interactive Advertising Bureau. “While you can orchestrate across a thousand vendors with AI, you cannot fabricate the signal that tells you whether any of it worked. That’s what EDO has built, and continues to innovate with Ad Engage Optimize.”