EDO and The Trade Desk Collaborate to Enhance CTV Measurement for Programmatic Advertisers

EDO and The Trade Desk have partnered to offer a new CTV measurement approach for programmatic media buying. EDO's outcomes data is now accessible on The Trade Desk's platform, allowing advertisers to measure and optimize their CTV campaigns using predictive data. This collaboration aims to empower marketers with data-driven decision-making for Convergent TV investments.

EDO, the TV outcomes company, has announced a significant partnership with global advertising technology leader The Trade Desk (NASDAQ: TTD) to integrate its Convergent TV (CTV) measurement capabilities into The Trade Desk’s platform. This collaboration aims to provide advertisers with a powerful tool to measure and optimize their CTV campaign effectiveness using EDO’s investment-grade data.

The integration allows agency and brand marketers to access EDO’s predictive mid-funnel outcomes, such as brand searches and website visits, which are proven signals of consumer intent that correlate with future sales. This data can be used to compare performance to industry benchmarks, overlay first-party data, and make more informed bidding and optimization decisions.

Kevin Krim, President & CEO of EDO, stated, “Marketers are under increasing pressure to prove the value of their CTV investments — and they demand predictive outcomes to do so. This partnership with The Trade Desk is a major step forward for our industry, bringing investment-grade outcome measurement directly into the platforms where decisions are made. This is about programmatic enablement for a streaming-first world — immediate, interoperable, and built for action” [1].

Samantha Jacobson, Chief Strategy Officer of The Trade Desk, added, “As CTV continues to drive innovation across the open internet, there is growing demand to rethink traditional approaches to measurement. EDO’s integration with The Trade Desk marks a key step in this evolution. By integrating EDO’s proprietary TV outcomes data, we’re giving our clients the tools they need to drive smarter planning, measurement, bidding, and better results on CTV that meet the business objectives of their omnichannel campaigns” [1].

Maureen Bosetti, U.S. Chief Investment Officer of IPG Mediabrands, highlighted the importance of this partnership for the industry, noting, “We’re always seeking innovative and scalable measurement solutions that empower our clients to make real-time decisions that drive business impact. As programmatic CTV remains one of the fastest-growing investment channels, it’s critical we take an AI-driven approach. EDO's integration with The Trade Desk grants access to outcome-based signals, providing clarity on what's working and enabling us to deliver precision at scale” [1].

This integration builds on EDO’s momentum in integrating its predictive TV outcomes measurement across the media ecosystem. EDO has recently partnered with DoubleVerify Scibids AI™ and Chalice AI, which are available to build custom algorithms on The Trade Desk. These integrations enable AI-powered optimization, cross-platform planning, and more efficient media activation, all driven by outcomes data that ties ad exposures to actual consumer behavior [1].

The partnership with The Trade Desk marks a significant advancement in digital advertising, as it allows brands to leverage the power of first-party retail data to reach consumers across various platforms. The integration of EDO’s data with The Trade Desk’s platform enables marketers to make strategic, well-informed decisions with the agility to navigate ongoing economic uncertainty.

References:
[1] https://www.morningstar.com/news/business-wire/20250610867798/edo-and-the-trade-desk-bring-new-ctv-measurement-approach-to-programmatic-media-buying
[2] https://www.adweek.com/convergent-tv/edo-trade-desk-integrate-ctv-measurement-programmatic-media-buying/
[3] https://stoppress.co.nz/news/media/the-warehouse-group-and-the-trade-desk-partner-to-power-retail-media/