EDO Expands Fox Corporation Collaboration into Convergent TV

EDO’s New Ad EnGage Convergent Platform Brings Unparalleled Buy Side and Sell Side Insights and Predictive Data

In an effort to more holistically measure media performance across linear and streaming TV, EDO, Inc., the advertising data, measurement, and analytics software company, today launched its new Ad EnGage Convergent product. The enhanced platform expands coverage, provides household-level measurement, and introduces new advanced modeling techniques enabling advertisers to maximize ROI and consumer engagement.

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One of the first media companies to use EDO’s new Ad EnGage Convergent offering is Fox Corporation. As part of the agreement, FOX will implement Ad EnGage Convergent to inform and optimize the efficacy of on-air promotion in driving traffic to its vital new initiatives including Big Noon Kickoff, a college football show broadcast by FOX and simulcast on FS1; FOX Bet, a sports betting platform; Credible.com, a personal loan and mortgage comparison platform; and free streaming service Tubi’s month-long Halloween celebration, “Terror on Tubi.”

“EDO is bringing our industry-leading outcome-based measurement approach and world-class data science software to help FOX build its newest business ventures,” said Kevin Krim, CEO and President, EDO. “Our insights help marketers justify TV ad spend and optimize promotional spending across rapidly changing media environments. With EDO’s enhanced platform, FOX and other marketers can evaluate, prove performance and make better decisions using a unified view across linear and streaming TV.”

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To do so, EDO will leverage its unparalleled expertise connecting ad occurrence to behavioral outcomes, such as search and site visitation, as well as deliver non-traditional data and real-time metrics to guide media placement optimization. EDO’s analytics will also reveal insights on non-traditional advertising by evaluating audience, media, creative and other forms of contextual marketing.

“What makes this collaboration different is that it isn’t just about offering another metric for performance to potential ad buyers,” said Robert Macdonald, SVP Tech Partnerships & Investments, Fox Corporation. “It directly impacts how Fox goes to market with its own businesses. Our job is to create the future of network broadcasting innovation by leveraging cutting-edge technologies. And with years of experience working with EDO on linear TV at FOX Sports, we are now prepared to extend into new categories.”

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