The new agreement reinforces EDO’s commitment to using real-time Smart TV data to help clients optimize linear and streaming TV ad effectiveness

VIZIO’s Inscape, a leading provider of currency-grade smart TV data, and TV outcomes company EDO today announced an extension of their longstanding strategic data partnership.

This new, multi-year agreement between EDO and Inscape reinforces EDO’s commitment to using the highest-fidelity data to help clients optimize linear and streaming TV ad effectiveness. EDO leverages real-time consumer behavioral 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, maximizing 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,” said Joshua Lee, CTO and Head of Product, EDO. “Our extended partnership with Inscape enables us to deliver investment-grade Convergent TV outcomes. 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 timely insights that help clients and the industry understand and take action on what is being watched in millions of U.S. 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,” said 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.”

About EDO
EDO, Inc. is the TV outcomes company — a leading platform measuring predictive behaviors driven by Convergent TV advertising. By combining real-time engagement signals with world-class decision science, EDO data maximizes creative and media performance. We work with modern marketers at leading brands, TV networks, entertainment studios and ad agencies. EDO’s investment-grade data aligns advertising investments to business results – with detailed competitive, category, historical and predictive intelligence. For industry intel, success stories and top ads, visit EDO.com.

About Inscape

Inscape is a leading provider of currency-grade ACR data and the technology division of VIZIO Holding Corp. (NYSE: VZIO). Inscape’s TV intelligence platform powers incredible experiences for TV viewers, market leading products for VIZIO advertisers and is fueling the transformation in America’s TV measurement industry. The automated content recognition (ACR) pioneer generates screen-level accurate and robust, always-on data feeds containing every second of TV viewing, giving media companies, agencies, brands and measurement providers the intelligence to modernize, optimize and revolutionize the TV and streaming marketplace. Founded in 2008 as TV Interactive Systems, Inc. and later acquired by VIZIO in 2015, Inscape operated as a wholly-owned subsidiary based in San Francisco, California until 2020 when it was integrated into VIZIO’s Platform+ Business.