Nielsen to drive open innovation by integrating data with EDO

The agreement intends to link Nielsen’s audience measurement with EDO’s outcomes measurement in an effort to enhance campaign performance and efficiency.

Nielsen, a global leader in audience measurement, data, and analytics, intends to offer its Nielsen ONE audience measurement information available as an input to EDO’s predictive outcomes solution for mutual clients. In a similar fashion, EDO intends to provide its outcomes measurement data as an input to Nielsen’s Media Impact planning software for mutual clients. The combination of these two robust datasets will enable media buyers and vendors to plan and optimize their convergent TV campaigns in a single, streamlined view of ad measurement, with the aim of extracting greater value from convergent TV investments.

Nielsen’s National TV measurement, including its Live Streaming measurement, will be combined with EDO’s robust Convergent TV database, which encompasses cross-category streaming ad airings and every national TV ad airing since 2015. Customers of both Nielsen and EDO will receive a more accurate and trustworthy set of analytics to guide their media investments.

In a later phase, Nielsen plans to integrate EDO’s predictive outcomes data into Nielsen ONE Ads, enabling clients to plan, assess, and optimize campaign performance end-to-end.

Nielsen’s Chief Product Officer, Deirdre Thomas, stated that Nielsen’s measurement data, made accessible through its own products, has provided significant value to the industry for a century. With EDO, they are taking the initial step toward extending the same value beyond their own tools and facilitating the integration of their audience measurement power with other datasets and the enhancement of other applications. This interoperability, they believe, will herald in a new era of responsive, effective media and advertising planning.

As a leading alpha partner in Nielsen One’s new integration with EDO, Rita Ferro, president of Disney Advertising, anticipates a performance-based solution. At a time when the industry is focused on the next best currency, Disney continues to prioritize expansion and what advertisers care most about.” In 2023, the combined datasets will be accessible for Linear planning. In 2024, planning and measurement for linear and connected television will be available.

“WB Discovery has an unmatched variety of premium programming and audiences across streaming and linear, necessitating innovative measurement solutions that reflect our quality and scale,” said Warner Bros. Discovery’s Chief U.S. Advertising Sales Officer, Jon Steinlauf. Kevin Krim, CEO and President of EDO, stated, “For years, our clients have manually combined Nielsen reach and frequency with EDO predictive outcomes to maximize their investment decisions and campaign plans. However, the complexity of a streaming and linear landscape demands better solutions.” “The obvious solution is data-driven software tools powered by the finest signals. By integrating these vital datasets across both of our platforms, we are able to provide a multidimensional perspective to satisfy the requirements of Convergent TV.”

Sean Corcoran, U.S. CEO of Mediahub Worldwide, remarked, “The Convergent TV marketplace requires increased collaboration across the board in order to solve the complex measurement challenges that seem to be evolving daily.” “We applaud Nielsen and EDO for developing a creative solution that simplifies campaign planning and optimization for brands and their agency partners.”