Similarweb and EDO in Convergent TV Measurement Deal

Digital intelligence provider Similarweb has partnered with EDO - a predictive platform that measures behavior driven by Convergent TV advertising - to produce a scaled solution for CTV measurement.

Through the deal, EDO will receive Internet activity data from Similarweb hourly, and match and measure lift in digital behavior with the more than half a billion impressions per day which it observes across linear and streaming TV. Similarweb's web insights and analytics will be used to help EDO identify which ads are viewed by households in a targeted geographic area, and what the resulting consumer behavior is after viewing those ads.

The firms say the insights resulting from this collaboration will help brands, agencies and networks pinpoint which solutions work and how to best maximize consumer engagement. They will also expand EDO's existing consumer engagement dataset for OTT, increasing the number of surveyed household panels from the hundreds of thousands to the millions.

EDO President & CEO Kevin Krim (pictured) comments: 'Heading into the 2023 upfront and newfront season, the signal loss from privacy changes is wreaking havoc on outdated strategies of planning and attribution. EDO is the only company to transform aggregated search and site visitation data into predictive, actionable outcome measurement thanks to Similarweb's web behavioral insights. Together, we'll deliver the best-in-market understanding of how consumers respond to Convergent TV ads'.

Web sites: www.similarweb.com and www.edo.com .