TV advertisers have made media-buying an exact science, but creative decisions are still often made based on guesswork. This needs to change.

The holidays are crunch time for TV marketers. But if you’re not optimizing performance all year round, you’re going to wind up with coal in your stocking.

Taylor Swift’s relationship with Kansas City Chiefs tight end Travis Kelce is inescapable. Here’s how it drives engagement for TV ads featuring Kelce as a spokesperson.

Here’s how leading brands like Lowe’s and Walmart are using Spanish-language TV ads to drive engagement among a growing audience of U.S. Spanish speakers.

Marketers rely on MMM, but real-time data is essential for decision-making, enabling marketers to optimize spend, target specific networks, and adapt.

The NFL has embraced the streaming revolution, bringing new ways to watch games. However, there are still challenges to overcome as NFL broadcasting evolves.

Watch EDO President and CEO Kevin Krim on CNBC’s “Squawk Box” to share insights from our recent NFL TV Outcomes Report.

EDO's SVP, Decision Science, John Cripps, Ph.D., and Bain & Company's Cesar Brea discuss optimizing creative efficacy for greater business outcomes

NFL holds five of the top ten most engaging TV programs in the last year while Amazon’s TNF debut and Spanish-language record strong engagement.

EDO President & CEO Kevin Krim shares why the NFL is about to become even more important for modern marketers as the ad market grows in complexity.

EDO’s SVP of Client Solutions, Laura Grover, shares key insights at the VAB’s “The State of TV Measurement” executive round table

A cautionary tale of Hollywood's history and the need for smart decisions in an ever-changing landscape.