EDO raises $ 80 million to chase Nielsen; TV Net Out The “Stress” In

Comic: Alternative currency

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Royal Rumble of Rating

TV analytics company EDO, co-founded by Edward Norton, has raised $ 80 million in a 200 million valuation.

Actor involvement Stem From Norton’s experience with streaming production, since there are no obvious benchmarks like box office or DVD sales. Actors, writers and directors are often in the dark about how to direct shows or movies.

Kevin Cream, CEO of EDO, says that nowadays, the increase in online searches about a brand compared to ratings or social media signals is a sure sign of ROI. The Wall Street Journal.

EDO’s fundraising also shows how companies view Nielsen’s TV rating incumbency as their own opportunity. The opportunity to provide Nielsen with an alternative measurement system was part of EDO’s investors’ argument.

NBCU, for one, puts EDO in the “Growth Measure”, “Multi-Touch Attribution” and “Audience Verification” sections, like LUMAscape. Chart The future of TV measurement.

The field of competitors against Nielsen is large and varied: in addition to the obvious rivals – such as ComScore and iSpot – there are also programmatic ad verification services like Integral AdScience, Total and Human, ad servers like Inovid that target their own Think). Panel-based TV analysis startup Hypmetrics and television Even see a gap.

Ready, set, just!

Speaking of TV measurements, the alternative currency race looks like the start of a marathon.

On Wednesday, WarnerMedia and IPG Mediabrands Announcement A joint “test-and-learn” is what they call the top three competitors for alternative currencies: ComScore, VideoAmp and iSpot.

There are programmers like NBCU Universal Stress-tested Betting on providers and some top performers for months. But this year’s upfront is just around the corner, and measurement providers have yet to cross the finish line.

Prior to the advance, WarnerMedia will measure the same campaign at the same time and report on copy reach for cross-platform frequency and its currency options. WarnerMedia expects a comparison of each provider’s performance and strengths as well as instructing its clients to “make the right investment”.

Zapata says the industry is “no longer just for one currency” – but providers play for competition.

ComScore is preparing to prove its place [its] Data and its stability [its] Systematic approach, ”CRO Carol Hinant told AdExchange.

In other words: bring it.

He gets his head in the ad tech game

Has in-game advertising finally gone mainstream?

Here’s an indicator of what it’s like: IAB hosted Playfront this week, its first gaming-centric event.

The event offers a contrast between companies offering ready-for-game advertising solutions in the market and participants from brands and agency parties who have irrational and sometimes misconceptions about the gaming population, Digid Report

Many presenters present simple, slightly worn statistics, such as more than 50% of gamers being women. But information that is technically outdated news can be a revelation for many organizations and media buyers.

IAB VP Joe Soon said the timing of the event presented a “perfect storm” as industry awareness increased, the breadth of advertising technology solutions and the decline in linear TV viewers reached critical levels at the same time.

Metaverse, which for the most part was built on video game technology, was a frequent topic. However, many participants said that it would be wise for the advertising industry to capitalize on more realistic gaming opportunities without going after FOMO, which pre-existing Web 3.0.

But wait, there’s more!

The SEC is investigating the use of Amazon’s third-party vendor data by its private-label business. [WSJ]

IRI and NPD, a business analysis provider, are Set to assemble. There was NPD Rumors The RI 5 billion IRI acquisition is being considered.

Ideoclick raised 20 million as it transformed from an agency model into a SaaS technology business. [release]

The Laboratory for Advanced Marketing will use scientific experiments to inform and expand the business functions of marketers. [MediaVillage]

You got hired!

The agency appointed Drake Cooper Mindy Stump as vice president, GM. [release]

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