Inscape, EDO expand partnership
November 21, 2024
Vizio’s Inscape, a provider of currency-grade smart TV data, and TV outcomes company EDO have announced an extension of their longstanding strategic data partnership.
This new, multi-year agreement between EDO and Inscape reinforces EDO’s commitment to using high-fidelity data to help clients optimise linear and streaming TV ad effectiveness. EDO leverages real-time consumer behavioural signals that are predictive of future sales – such as search activity and website visits – to help brands, agencies and publishers understand how and where ads drive engagement.
“Industry collaboration is essential to achieving the precision and scale needed in cross-platform measurement,” said Travis Scoles, EVP of Advanced Advertising, Paramount. “As audiences navigate a more varied media landscape, Paramount brings unmatched clarity to campaign performance across linear and streaming channels. With data-driven insights — like those powered by EDO and Vizio — we can further empower brands to reach and resonate with our audiences, maximising engagement and impact across Paramount’s extensive media portfolio.”
“Reliable, cross-platform TV outcomes measurement is essential to creating a sustainable and accountable advertising ecosystem,” added Joshua Lee, CTO and Head of Product, EDO. “Our extended partnership with Inscape enables us to deliver investment-grade Convergent TV outcomes data. This partnership will ensure we continue to have access to Inscape’s trusted ACR data for years to come.”
Inscape data captures viewing data from over 24 million opted in Smart TVs. Its ACR data provides scale, granularity and insights that help clients and the industry understand and take action on what is being watched in millions of US households by measuring content on the TV glass, regardless of source. EDO’s Ad EnGage Convergent platform then matches ad exposures from Inscape data with engagement signals to determine the immediate ad-driven impact of a campaign.
“We’re thrilled to expand our relationship with EDO in a meaningful way that helps drive value for their customers and the industry as a whole,” commented Ken Norcross, VP of Data Licensing and Strategy at Vizio Inscape. “By leveraging Inscape’s robust data set, outcomes measurement is becoming that much smarter.”