EDO

A leading independent TV outcomes measurement provider bridging creative-level ad exposure to real-time consumer engagement signals across linear and streaming TV.

EDO is a TV outcomes measurement company that quantifies the real-world impact of television advertising by correlating real-time consumer engagement signals—such as search activity, social interactions, and web visits—with specific ad creatives, brands, and programming contexts. Founded in 2015 by data scientist Daniel Nadler and actor-investor Edward Norton, EDO uses a proprietary methodology that captures the immediate behavioral response consumers have after seeing a TV ad, providing advertisers and networks with a more actionable and timely measure of ad effectiveness than traditional panel-based metrics. EDO's core platform ingests and analyzes data across linear TV, streaming, and connected TV environments, enabling clients to understand which creatives drive the most engagement, which programs deliver the best outcomes for specific brands, and how competitive spending compares in terms of real consumer response. The company serves both the buy side (advertisers and agencies) and the sell side (networks and streaming platforms), positioning itself as a neutral measurement currency for the converging TV ecosystem. Its integration into NBCUniversal's Performance Insights Hub, announced at CES 2026, underscores its growing role as an embedded measurement layer within major media companies. In the broader AdTech and measurement landscape, EDO competes with companies like iSpot.tv, Samba TV, and Comscore in the TV measurement space, differentiating itself through its search-based engagement methodology and its ability to deliver near-real-time creative-level insights. The company has attracted significant attention from both the advertising and investment communities as the TV industry shifts toward outcome-based buying and accountability metrics beyond traditional reach and frequency.