EDO

Leading TV ad effectiveness measurement platform linking ad exposure to consumer search behavior, positioned as an alternative currency to traditional panel-based TV measurement

EDO (Entertainment Data Oracle) is a data and analytics company that measures the effectiveness of television advertising by connecting TV ad airings to real-time consumer search activity. Founded by actor Edward Norton and data scientist Daniel Nadler, EDO's platform captures the immediate behavioral response consumers have to TV ads — specifically the spike in branded search queries that occurs within minutes of an ad airing — providing advertisers, agencies, and networks with a precise, outcome-based metric for ad performance. EDO's core product, Ad EnGage, monitors linear and streaming TV environments, tracking millions of ad occurrences and correlating them with search engagement data from major search engines. This allows clients to benchmark creative effectiveness, optimize media placements, evaluate sponsorships, and compare performance across networks, dayparts, and programs. The platform serves a broad ecosystem of TV advertisers, media agencies, and television networks seeking to demonstrate and improve the ROI of their TV investments. In the AdTech and measurement landscape, EDO occupies a distinctive niche as a TV-to-search attribution provider, competing with traditional TV measurement incumbents like Nielsen as well as newer cross-platform measurement companies. EDO has established itself as a credible third-party measurement currency alternative, particularly as the TV industry grapples with audience fragmentation and the shift to streaming. The company has partnerships with major broadcast and cable networks and counts Fortune 500 advertisers and top media agencies among its clients.