Similarweb and EDO Join Forces to Transform Privacy-first Outcome Measurement for Convergent TV
November 01 2022 - 6:00AM
Business Wire
The data-as-a-service collaboration creates a
unique scaled CTV solution for leading brands and agencies
Similarweb (NYSE: SMWB), a leading digital intelligence company,
announced a new collaboration with EDO, Inc. the data and analytics
platform that measures predictive outcomes for Convergent TV – the
unification of streaming and traditional linear TV. The alliance
will produce a scaled solution for CTV measurement.
EDO will receive internet activity data from Similarweb hourly
and match and measure lift in digital behaviors with the over half
a billion impressions per day EDO observes across all of linear and
streaming TV.
“Convergent TV measurement continues to be a core focus of
conversation across our client base, especially as the streaming
industry continues to rapidly expand,” said Sam Bloom, CEO at
Camelot Strategic Marketing & Media. “Our clients – who are
modern marketers at mid-sized companies to giant corporations –
like Experian, TurboTax and Michael’s, have long asked for more
granular insights into their streaming ad performance. EDO and
Similarweb’s new solution will help us achieve this goal while
driving greater performance from streaming investments.”
“Similarweb and EDO’s syndicated solution empowers modern
marketers with predictive insights into consumer interest and
behavior,” said Kevin Krim, President & CEO, EDO. “Heading into
the 2023 upfront and newfront season, the signal loss from privacy
changes is wreaking havoc on outdated strategies of planning and
attribution. EDO is the only company to transform granular,
aggregated search and site visitation data into predictive,
actionable outcome measurement thanks to Similarweb's comprehensive
web behavioral insights. Together, we’ll deliver the best-in-market
understanding of how consumers respond to Convergent TV ads.”
“We are excited to work with EDO in a unique large-scale
data-as-a-service integration,” said Or Offer, CEO & Co-Founder
of Similarweb. “Streaming will increasingly become an
advertising-rich environment where consumers spend more of their
time, and the ability of brands to drive conversions from OTT
engagements will rely on visibility, data, and insights that
Similarweb and EDO provide together.”
The insights learned from this collaboration will help brands,
agencies, and networks know which solutions work and how to best
maximize consumer engagement. It will also expand EDO’s existing
consumer engagement dataset for OTT, increasing the number of
surveyed household panels from the hundreds of thousands to the
millions.
Similarweb’s comprehensive web insights and analytics will
enable EDO to identify which ads are viewed by households in a
targeted geographic area and what the resulting consumer behavior
is after viewing the ads, revealing previously unavailable granular
measurement insights for clients.
Customer privacy is a core tenet of both Similarweb and EDO and
is a top priority in this collaboration. As the privacy landscape
continues to quickly evolve, EDO has built a solution that is
prepared for future changes in consumer preference and
legislation.
The alliance is now active, following months of research and
collaboration between the two companies.
About Similarweb As the most trusted platform for
understanding online behavior, millions of people use Similarweb’s
insights daily to strengthen their knowledge of the digital world.
We empower anyone — from the curious individual to the enterprise
business leader — to make smarter decisions by understanding why
things happen across the digital ecosystem. Learn more here:
https://www.similarweb.com/corp/about/
About EDO EDO, Inc. is the TV outcomes company — a
leading platform measuring predictive behaviors driven by
Convergent TV advertising. By combining real-time engagement
signals with world-class decision science, EDO data maximizes
creative and media performance. We work with modern marketers at
leading brands, TV networks, entertainment studios, and ad
agencies. EDO's investment-grade data aligns advertising
investments to business results - with detailed competitive,
category, historical, and predictive intelligence. For industry
intel, success stories, and top ads, visit EDO.com.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20221101005398/en/
Press Contact: David Carr Similarweb press@similarweb.com
Investor Contact: Raymond “RJ” Jones Similarweb ir@similarweb.com
Press contact for EDO KCSA edo@kcsa.com
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