Edo

EDO, Inc. (incorporated as Entertainment Data Oracle Inc.) is a data, measurement and analytics company focused on Convergent TV advertising. It matches ad exposures on linear networks and streaming platforms to immediate consumer behavioral signals — the point at which viewers move from passive viewing to active search, research or consideration — and converts those signals into what it describes as investment-grade outcome metrics for media, creative and audience investment decisions.

The company operates a proprietary Convergent TV ad performance database that monitors airings across more than 120 linear and streaming networks, using what it calls Vertical AI to capture creative metadata, identify TV creatives, attribute them to advertisers, and analyze creative efficacy and media effectiveness. Products include the Ad EnGage dashboard for competitive, category, historical and predictive intelligence with in-flight optimization; Ad EnGage Optimize for outcomes-driven campaign optimization; EDO Always-On, an automated measurement service that pipes data into partner platforms including NBCUniversal and Paramount; and ChatEDO, a natural-language interface to EDO's TV ad intelligence database. EDO also distributes predictive outcome data into programmatic buying environments including Amazon DSP, The Trade Desk and Google DV360, and publishes syndicated industry reports such as NFL TV Outcomes reports for categories including CPG, pharma, QSR, sports betting and telecommunications.

Founding story

EDO was founded in 2015 by filmmaker and entrepreneur Edward Norton and PhD economist and entrepreneur Daniel Nadler. Norton met Nadler, a Harvard data scientist, and invested in Nadler's first company, Kensho Technologies, which built machine-learning systems for the U.S. intelligence community and financial institutions and was acquired by S&P Global in 2018 for $550 million. Norton, who had co-founded CrowdRise and sold it to GoFundMe in early 2017, argued that advanced data science and machine learning could be applied to media and advertising, particularly as legacy media companies faced data-driven competition from Netflix and Amazon while traditional measurement vendors offered TV networks little to compete with Facebook and Google. The pair saw an opportunity to modernize linear TV measurement and help the film industry market its work using data science.

Business model

EDO sells syndicated and campaign-specific TV outcome measurement, competitive intelligence and optimization software to advertisers and media sellers, delivered through the Ad EnGage dashboard, automated always-on data feeds into partner platforms, and integrations with programmatic demand-side platforms.

Traction

The company's ad database covers more than 120 linear and streaming networks and, per its own materials, trillions of TV signals and impressions. At the time of its 2018 Series A it reported more than 47 million TV ad airings tracked over the preceding 3.5 years and a client roster including major networks and studios. In 2026 it announced an outcomes measurement partnership with Roblox extending its methodology to gaming advertising.

Latest developments

Recent announcements include the launch of Ad EnGage Optimize for AI-driven campaign optimization, EDO Always-On for automated scaled outcomes measurement piped into NBCUniversal and Paramount platforms, the ChatEDO natural-language interface, programmatic integrations with Amazon DSP, The Trade Desk and Google DV360, and a June 2026 announcement with Roblox bringing investment-grade outcomes measurement to gaming advertising.