VIZIO’s Inscape, a leading provider of currency-grade smart TV data, and TV outcomes company EDO today announced an extension of their longstanding strategic data partnership.
This new, multi-year agreement between EDO and Inscape reinforces EDO’s commitment to using the highest-fidelity data to help clients optimize linear and streaming TV ad effectiveness. EDO leverages real-time consumer behavioral signals— such as website visits and search activity – to help brands, agencies, and publishers understand how and where ads drive engagement.
“Industry collaboration is essential to achieving the precision and scale needed in cross-platform measurement,” said Travis Scoles, EVP of Advanced Advertising, Paramount. “As audiences navigate a more varied media landscape, Paramount brings unmatched clarity to campaign performance across linear and streaming channels. With data-driven insights — like those powered by EDO and VIZIO — we can further empower brands to reach and resonate with our audiences, maximizing engagement and impact across Paramount’s extensive media portfolio.”
"Reliable, cross-platform TV outcomes measurement is essential to creating a sustainable and accountable advertising ecosystem," said Joshua Lee, CTO and Head of Product, EDO. "Our extended partnership with Inscape enables us to deliver investment-grade Convergent TV outcomes data. This partnership will ensure we continue to have access to leading ACR data for years to come.”
Inscape data captures viewing data from over 24 million Smart TVs. Its ACR data provides scale, granularity and timely insights that help clients and the industry as a whole understand and take action on what is being watched in millions of U.S. households by measuring content on the TV glass, regardless of source. EDO’s Ad EnGage Convergent platform then matches ad exposures from Inscape data with engagement signals to determine the immediate ad-driven impact of a campaign.
“Extending our partnership with EDO helps continue to provide the market with their innovation solutions underpinned by Inscape’s robust data,” said Ken Norcross, VP of Data Licensing and Strategy at VIZIO Inscape. “We’re thrilled to continue to collaborate with them as a way to drive value for their customers in a meaningful way.”