EDO yesterday introduced a measurement infrastructure designed to automate performance data delivery across convergent television environments. The TV outcomes company announced EDO Always-On on January 28, 2026, marking a technical milestone in how broadcasters and streaming platforms receive advertising performance signals within their proprietary analytics platforms.

NBCUniversal and Paramount Global have integrated the capability into their respective performance intelligence systems. The implementation feeds EDO's syndicated outcomes data covering all brands and categories directly into NBCU's Performance Insights Hub and Paramount's InView platform, enabling automated measurement across linear television and streaming inventory without requiring separate measurement implementations for individual advertisers.

According to the announcement, EDO Always-On delivers cross-platform measurement through direct data integration rather than traditional measurement methodologies that require advertiser-specific setup. This approach provides continuous outcomes reporting by piping performance data for television airings, including streaming inventory, directly into media owners' internal analytics platforms.

The technical architecture connects television advertising performance signals with media partners' existing infrastructure. EDO's system processes ad-driven engagement signals across linear and streaming environments, measuring search activity and site visitation as predictive indicators of future sales. These mid-funnel outcomes operate as performance proxies that advertisers can assess during active campaigns rather than waiting for bottom-funnel conversion data that materializes weeks or months after exposure.

The measurement approach distinguishes itself from multi-touch attribution systems that have presented scalability challenges. Traditional attribution methodologies require extensive implementation across advertiser systems, introducing cost barriers and measurement latency that limit widespread adoption. By contrast, EDO Always-On operates through publisher-side integration, enabling measurement across all advertisers regardless of their individual tracking capabilities.

Kevin Krim, CEO of EDO, stated in the announcement that the company has fulfilled a multi-year vision to scale outcomes measurement by integrating cross-platform competitive performance directly into media partners' platforms. The solution includes what EDO describes as syndicated data encompassing competitive benchmarks derived from linear and streaming norms.

The system relies on what EDO identifies as Vertical AI technology combined with investment-grade syndicated outcomes data. This infrastructure enables efficient measurement without the operational overhead associated with traditional attribution approaches. Media partners can now provide advertisers with automated insights tied to predictive mid-funnel outcomes during campaign execution, creating opportunities for in-flight optimization based on performance signals.

Cross-platform measurement has become increasingly complex as viewing behavior fragments across distribution channels. Audiences consume content through multiple platforms, creating attribution challenges when traditional measurement methodologies operate in isolation. Unified measurement systems that span both linear television and streaming environments address this fragmentation by providing comparable metrics across distribution channels.

NBCUniversal's implementation integrates EDO data into the Performance Insights Hub, establishing automated performance reporting for all advertisers. P.J. Gasparini, SVP of Insights & Measurement at NBCUniversal Advertising & Partnerships, described EDO as a tremendous partner whose commitment to innovation makes them an ideal collaborator. Gasparini expressed enthusiasm for EDO Always-On's debut while noting pride in NBCUniversal's role as an inaugural media partner.

The collaboration between NBCUniversal and measurement providers has expanded throughout 2025, with the broadcaster integrating performance tracking capabilities across its linear networks and streaming properties. These measurement partnerships enable advertisers to assess campaign performance across NBC's distribution channels using consistent methodologies.

Paramount Global's integration makes EDO outcomes measurement available through the InView platform. According to the announcement, the data will initially roll out to select categories before expanding across all advertisers. This phased approach provides transparent performance insights across Paramount's linear and streaming inventory, enabling assessment and optimization in real time.

The InView platform serves as Paramount's performance intelligence system, launched in 2021 as EyeQ before rebranding. Paramount has expanded programmatic capabilities across its streaming properties, including Paramount+, Pluto TV, and broadcast networks like CBS. These platforms generate substantial streaming and linear viewership that creates measurement complexity for advertisers seeking unified performance assessment.

EDO Always-On integrates seamlessly into partners' existing data stacks without disrupting established workflows. This technical characteristic matters because media companies have invested extensively in proprietary analytics infrastructure. Measurement solutions requiring wholesale platform replacement face adoption barriers, while systems that augment existing capabilities through API integrations or data feeds can scale more rapidly.

The measurement solution addresses specific operational challenges in television advertising. Advertisers planning campaigns across multiple networks and streaming platforms historically required separate measurement implementations for each media partner. This fragmentation created operational overhead while limiting cross-platform performance comparison. Standardized measurement data integrated directly into publisher platforms reduces this complexity.

Mid-funnel outcomes like search activity and site visitation serve as leading indicators for purchase behavior. Cross-industry research demonstrates correlation between share of online brand activity and market share, suggesting that engagement signals measured immediately after advertising exposure predict longer-term business performance. Measuring these signals enables faster campaign optimization compared to waiting for bottom-funnel conversions.

The distinction between EDO's approach and traditional attribution systems reflects broader measurement evolution. Multi-touch attribution assigns credit to specific touchpoints across customer journeys, requiring extensive data integration across advertiser systems. This methodology provides granular visibility but introduces implementation complexity that limits scale. Syndicated measurement operating at the publisher level sidesteps these integration requirements by measuring outcomes universally rather than advertiser-specifically.

Spanish-language television advertising has demonstrated effectiveness advantages in measurement studies. Research from EDO cited in Nielsen's Gray Media partnership showed Spanish-language television advertising outperformed English-language counterparts by 31% in effectiveness metrics. This performance differential has implications for NBCUniversal's Telemundo affiliates and Paramount's TelevisaUnivision properties, where EDO Always-On will measure outcomes across multicultural audiences.

The technical infrastructure supporting EDO Always-On processes advertising airings across convergent television environments. Linear television continues generating the majority of television advertising impressions despite declining viewership among younger demographics. According to research examining 224.2 billion TV advertising impressions, linear TV captures 67.5% of total TV ad spending compared to 32.5% for Connected TV, despite generating 86.9% of total impressions.

Connected TV advertising budgets have expanded rapidly as viewing behavior shifts toward streaming platforms. Industry projections indicate Connected TV spending will reach $33.35 billion in 2025, with 72% of marketers planning increased programmatic investment. CTV budget allocation is expected to double from 14% in 2023 to 28% in 2025, underscoring the importance of measurement capabilities spanning both linear and streaming environments.

Media partners utilizing EDO Always-On gain competitive advantages through rapid performance insights. Publishers can demonstrate concrete value beyond traditional audience delivery metrics by connecting advertising exposures to measurable engagement outcomes. This capability supports sales conversations where media companies justify pricing and demonstrate effectiveness compared to alternative channels.

The measurement market has seen significant activity throughout 2025. Comscore achieved Media Rating Council accreditation for demographic television metrics across all U.S. markets in April 2025, establishing itself as the only measurement service MRC-accredited in all 210 local markets. Research examining the television measurement market found the total U.S. market for national TV measurement services is worth $1.5-2 billion annually.

Running a basic TV measurement service costs approximately $110 million per year, with revenue requirements of $135-140 million annually to achieve typical profit margins. A fuller-featured competitive service supporting all major advertiser and network requirements costs significantly more, requiring closer to $250 million in annual revenue to remain profitable. These economics suggest the market can support multiple competing measurement providers.

EDO's approach through direct publisher integration differs from panel-based measurement systems that recruit households to track viewing behavior. Panel methodologies provide demographic granularity but require substantial operational investment in panel recruitment and maintenance. Syndicated outcomes measurement based on behavioral signals offers an alternative approach focused on advertising effectiveness rather than audience composition.

The competitive landscape for television outcomes measurement includes multiple providers. iSpot launched Outcomes at Scale in March 2025, representing another significant advancement in TV advertising measurement capabilities. That solution connects verified ad delivery to business outcomes in near real-time, with Paramount serving as the first major partner. The convergence of multiple measurement providers offering similar capabilities suggests industry-wide movement toward outcomes-based assessment.

Publisher measurement partnerships have proliferated across streaming platforms. AudienceProject activated Disney+ measurement across five European markets in January 2026, providing independent audience verification for the streaming platform's advertising campaigns. These measurement relationships enable advertisers to assess performance using consistent methodologies across multiple streaming services.

EDO Always-On is available to all major publishers of television and video advertising. The company positions the solution as the next evolution in scalable, interoperable outcomes measurement for streaming-first and cross-platform TV. This availability suggests EDO expects additional publisher integrations beyond the initial NBCUniversal and Paramount implementations.

The measurement system's emphasis on interoperability addresses a persistent challenge in television advertising technology. Proprietary measurement systems that operate exclusively within single publisher ecosystems limit cross-platform comparison. Standardized measurement data that feeds into multiple publisher platforms enables advertisers to compare performance across media partners using consistent metrics.

Automation represents a core component of EDO Always-On's value proposition. Manual measurement implementations require configuration for each advertiser and campaign, introducing operational overhead that limits scale. Automated measurement feeding continuously into publisher platforms eliminates these manual processes, enabling universal coverage across all advertisers purchasing inventory from participating media partners.

The convergent television landscape has created new measurement requirements. Traditional television measurement focused primarily on audience delivery metrics like ratings and reach. These metrics remain important for media planning but provide limited insight into advertising effectiveness. Outcomes-based measurement connecting exposures to behavioral responses addresses this gap by quantifying actual advertising impact rather than potential exposure.

Connected TV measurement capabilities have advanced substantially throughout 2025. Index Exchange introduced duration-based reporting in September 2025, enabling time-aware measurement that values 30-second streaming slots appropriately compared to shorter placements. These measurement refinements reflect industry efforts to establish consistent standards across fragmented streaming environments.

Media partners' proprietary intelligence platforms serve as strategic assets in competitive advertising markets. These systems aggregate data from multiple sources, providing comprehensive views of campaign performance, audience behavior, and competitive activity. Third-party measurement integration enhances these platforms by incorporating independent verification and standardized benchmarks that support advertiser decision-making.

The television advertising industry has experienced substantial transformation as distribution shifts from linear broadcast to streaming delivery. This transformation affects not only content consumption patterns but also advertising technology infrastructure, measurement methodologies, and business models. Measurement solutions that span both legacy linear systems and emerging streaming platforms enable continuity during this transition period.

EDO's positioning as "the TV outcomes company" reflects its focus on connecting advertising exposures to business results. The company's measurement platform analyzes every linear and streaming TV ad to determine its impact on consumer engagement. Cross-industry studies demonstrate nearly 1:1 correlation between share of online brand activity and market share, positioning engagement measurement as a predictive signal for business performance.

The announcement timing coincides with broader industry momentum around programmatic television advertising. Netflix expanded programmatic capabilities across multiple demand-side platforms throughout 2025, while major broadcasters like NBCUniversal opened premium inventory to programmatic buying. These developments create measurement requirements for automated campaign assessment across diverse inventory sources.

Streaming platforms have systematically expanded measurement and programmatic capabilities to attract advertising budgets. Netflix expects advertising revenue to roughly double in 2025 while operating across 13 ad-supported markets. Paramount completed global programmatic rollout across its streaming properties. Disney integrated live content from Hulu and Disney+ with certified demand-side platforms. These platform developments create opportunities for measurement providers offering solutions that span multiple publishers.

The technical requirements for EDO Always-On integration remain unspecified in the announcement. Publisher integration typically requires API connections, data standardization protocols, and security implementations to protect advertiser information. The seamless integration claim suggests EDO has developed standardized integration processes that minimize implementation complexity for media partners.

Measurement latency affects optimization capability. Traditional measurement approaches delivering results days or weeks after campaign completion limit in-flight optimization opportunities. Real-time or near-real-time measurement enables campaign adjustments during active flights, potentially improving performance by addressing underperforming elements while campaigns remain active.

EDO Always-On's focus on predictive mid-funnel outcomes addresses a specific measurement gap. Top-of-funnel metrics like impressions and reach measure potential exposure but not actual engagement. Bottom-of-funnel metrics like purchases provide definitive business outcomes but materialize too slowly for in-flight optimization. Mid-funnel signals like search activity and site visits balance immediacy with business relevance.

The measurement announcement arrives as advertisers confront mounting pressure to demonstrate clear connections between advertising spend and business results. Research from TransUnion and EMARKETER found 67.4% of marketers identified proving incremental ROI as their most pressing measurement challenge. This pressure drives adoption of outcome-based measurement systems that connect advertising exposures directly to business metrics.

Television measurement has historically emphasized audience composition over advertising effectiveness. Demographic ratings provide valuable planning data but don't directly indicate whether advertising drives desired behaviors. The industry shift toward outcomes measurement reflects broader accountability trends where advertisers demand evidence of actual impact rather than potential reach.

EDO founded in 2015 initially focused on measuring advertising effectiveness for the entertainment industry. The company has since expanded across advertiser categories, measuring billions of impressions across convergent TV environments. This evolution from entertainment-specific measurement to cross-category syndicated data reflects the company's scaling strategy.

Publisher adoption of outcomes measurement systems depends on demonstrating value to advertising clients. Media companies compete for advertising budgets by offering superior targeting capabilities, premium content, and measurable results. Integrated outcomes measurement strengthens these value propositions by providing evidence of advertising effectiveness that supports media sales conversations.

The announcement positions EDO Always-On as an industry milestone for outcomes-based TV measurement. This characterization reflects the technical achievement of automating syndicated measurement delivery directly into publisher platforms at scale. Whether the solution achieves widespread adoption depends on publisher integration velocity and advertiser receptivity to automated outcomes reporting.

Timeline

Summary

Who: EDO, a TV outcomes measurement company, launched EDO Always-On with NBCUniversal and Paramount Global as inaugural media partners integrating the technology into their respective Performance Insights Hub and InView platforms.

What: EDO Always-On is a cross-platform measurement offering delivering automated, scaled performance data directly into media partners' proprietary analytics platforms, measuring predictive mid-funnel outcomes including search activity and site visitation across linear television and streaming campaigns for all brands and categories.

When: EDO announced the launch on January 28, 2026, fulfilling a multi-year vision to scale outcomes measurement through direct publisher integration.

Where: The measurement solution integrates into NBCUniversal's Performance Insights Hub and Paramount Global's InView platform, covering their combined linear television networks and streaming properties across the United States.

Why: The solution addresses scalability challenges in television measurement by eliminating the high cost and latency issues tied to traditional multi-touch attribution through automated syndicated measurement that enables in-flight campaign optimization based on outcomes data rather than exposure metrics alone.

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