EDO Launches Engaged Audience Planning, Empowering Brands, Agencies, Networks, and Streamers to Elevate Advanced Audiences and Outcomes-Based Planning for 2025 Upfronts Decisions

EDO, the TV outcomes company, is launching Engaged Audience Planning to help convergent TV marketers optimize media plans for both reach and outcomes within their existing planning solutions. The interoperable offering delivers an automated, scalable way for advertisers to test various investment scenarios and fine-tune their strategies before committing to a final media plan — making it especially valuable for buyers and sellers navigating the uncertainty of cross-platform Upfront negotiations.

Powered by vertical AI, EDO uses syndicated data to analyze ad-driven consumer engagement behaviors — such as brand searches and website visits — across all linear and streaming TV, measuring more than 110 trillion cross-platform impressions since 2015. According to one recent case study, a leading TV advertiser that combined these predictive outcomes with audience optimization generated over a 3x greater lift in ad-driven engagement as compared to a traditional, audience-only media plan. Engaged Audience Planning delivers a streamlined process, offering clearer insights with less manual work.

EDO’s offering is compatible with every major audience planning tool, including those like Nielsen, VideoAmp, and Kantar Media, as well as algorithm-driven programmatic optimization solutions such as DoubleVerify Scibids AI. The solution also allows more seamless compatibility within clients’ existing workflows, including leading media agency planning approaches.

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“Marketers consistently tell us they want their Convergent TV investments to deliver on both brand and demand goals — and Engaged Audience Planning is designed to do just that,” said Kevin Krim, CEO, EDO. “By aligning EDO’s outcome measurement with whatever advanced audience marketers choose, we’re empowering advertisers to optimize for both reach and results within their existing planning workflows. Now, clients can confidently set audience targets, define their desired spend, and assess trade-offs to build more engaging reach at a fair CPM or max bid — maximizing ROI from their convergent TV strategies.”

“In integrating EDO’s new capabilities into our Omni-enabled planning process, we can now incorporate consumer intent, enabling better efficiency and effectiveness for our clients,” said Megan Pagiluca, Chief Product Officer, Omnicom Media Group.

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“As advertisers turn to CTV to improve both brand impact and performance, we’re seeing rapid growth in programmatic CTV investment as a strategic way to reach and engage audiences,” said Mark Zagorski, CEO, DoubleVerify. “By integrating with EDO’s Engaged Audience Planning, DV Scibids AI empowers brands to intelligently optimize their programmatic CTV campaigns—driving stronger engagement and measurable outcomes that matter.”

“Kantar Media views data interoperability as essential to a healthy advertising ecosystem and our TechEdge Audience Analytics software has always supported that as a core value proposition,” said Chief Strategy Officer; MD, North America, Kantar Media. “We’re excited to see EDO embrace this same approach with outcome measurement that is compatible with established tools and workflows.”

Engaged Audience Planning represents another key milestone in EDO’s commitment to industry interoperability. Following the introduction of Engaged Impressions with Nielsen last year, EDO continues to evolve how buyers and sellers optimize for both impact and efficiency in Convergent TV advertising.