EDO, the TV outcomes company, has integrated its Convergent TV measurement solution into The Trade Desk, marking a milestone in programmatic advertising. This partnership brings investment-grade outcomes data directly into the workflow of marketers using The Trade Desk — empowering brands to measure, optimize, and act on their convergent TV investments with greater intelligence and speed.
1. What the Integration Means for Advertisers
- First-time access to EDO’s outcomes data across all brand categories on The Trade Desk.
- Enables turnkey integration without needing a direct relationship with EDO.
- Offers mid-funnel outcome metrics like:
- Brand search interest
- Website visits
- These are proven indicators of consumer intent and future purchase behavior.
2. Optimizing Convergent TV with Predictive Signals
- Marketers can now:
- Compare performance against industry benchmarks
- Integrate first-party data for deeper insights
- Make smarter bidding and media optimization decisions
3. Addressing Today’s Market Demands
- As economic uncertainty persists, advertisers require:
- Agile tools to assess ROI in real time
- Predictive analytics to justify CTV investments
- This solution helps brands move from exposure to actionable outcomes faster and more efficiently.
4. Industry Voices on the Integration
- Kevin Krim, CEO, EDO:
“Marketers need predictive outcomes. This is about programmatic enablement for a streaming-first world — immediate, interoperable, and built for action.” - Samantha Jacobson, CSO, The Trade Desk:
“We’re helping brands plan and optimize CTV with confidence, using real outcome-based data that aligns with omnichannel goals.” - Maureen Bosetti, CIO, IPG Mediabrands:
“This gives us clarity on what’s working and lets us apply AI-driven precision at scale.”
5. Strengthening the AdTech Ecosystem
- Builds on EDO’s momentum with recent integrations:
- DoubleVerify
- Scibids AI™
- Chalice AI
- These enable advertisers to:
- Run custom algorithmic bidding
- Plan cross-platform campaigns
- Activate media more efficiently, based on consumer behavior
EDO’s integration with The Trade Desk signals a fundamental shift in how CTV is measured and optimized. By merging outcomes-based intelligence with programmatic media buying, this collaboration equips advertisers with the tools they need to plan smarter, act faster, and drive real business results. As CTV and omnichannel strategies continue to evolve, this partnership sets a new standard for actionable insights in a data-driven advertising landscape.
