Vizio and EDO sign a long-term agreement for licensing smart-TV user data
In a significant move for the advertising industry, Vizio's smart-TV data provider, Inscape, has extended its data partnership with EDO. This extended partnership aims to deliver investment-grade convergent TV outcomes, as announced in June 2023.
Inscape's Automatic Content Recognition (ACR) data provides scale, granularity, and timely insights into what is being watched in millions of U.S. households. With data from over 24 million opted-in smart TVs, the partnership between EDO and Inscape will ensure continued access to this trusted ACR data for years to come.
By leveraging Inscape's robust data set, outcomes measurement is becoming that much smarter. EDO's Ad EnGage Convergent platform matches ad exposures from Inscape data with engagement signals to determine the immediate ad-driven impact of a campaign. This data-driven approach will enable brands to further empower themselves to reach and resonate with audiences, maximising engagement and impact across Paramount's extensive media portfolio.
Travis Scoles, Executive Vice President of Advanced Advertising at Paramount Global, applauded the new deal, emphasising the importance of industry collaboration for achieving precision and scale in cross-platform measurement. He stated, "Paramount brings unmatched clarity to campaign performance across linear and streaming channels."
Ken Norcross, VP of Data Licensing and Strategy at Vizio Inscape, expressed excitement about expanding the relationship with EDO to drive value for their customers and the industry as a whole. He commented, "We're thrilled to continue our partnership with EDO, as we believe that collaboration is key to creating a sustainable and accountable advertising ecosystem."
Joshua Lee, Chief Technology Officer and Head of Product at EDO, echoed Norcross' sentiments, stating, "Reliable, cross-platform TV outcomes measurement is crucial for the future of advertising. We're delighted to be partnering with Vizio to bring high-quality data for optimising the effectiveness of linear and streaming TV ads."
EDO leverages real-time consumer behavioural signals, such as search activity and website visits, to help brands, agencies, and publishers understand ad engagement. The extended partnership between EDO and Inscape will deliver these investment-grade convergent TV outcomes, further enhancing the industry's ability to measure and optimise advertising campaigns.
This innovative, multi-year data business between EDO and Vizio's technology division is a testament to the growing importance of data-driven insights in the advertising industry. As the landscape continues to evolve, partnerships like this one will undoubtedly play a key role in shaping the future of advertising.
