New privacy-safe integration increases granularity of EDO IdentitySpine™, boosting client ad performance with precision-targeted media strategies

EDO, the TV outcomes company, and Experian, the world’s leading global information services company, will enrich EDO’s Connected TV (CTV) outcomes data with demographic attributes from Experian for more granular measurement across major leading TV platforms and manufacturers. The collaboration will enhance EDO’s IdentitySpine™ solution, which offers identity matching and resolution capabilities, with attributes such as age, gender, and household income in a privacy-centric way.

EDO’s IdentitySpine™ improves interoperability with data partners and enables deeper consumer behavioral insights for advertisers and leading CTV players. This latest data enhancement with Experian drives significant match rate and match accuracy improvements with clients’ first-party data. As a result, EDO’s clients — brands, agencies, networks, and Hollywood studios — can optimize ad performance through a better understanding of which media and creative investments drive strong engagement with relevant audiences.

"EDO continues to invest in critical data collaborations that will unlock new levels of measurement and insight for our clients to effectively engage CTV audiences,” said Joshua Lee, CTO and Head of Product, EDO. “Our collaboration with Experian is the latest step in empowering brands, agencies, and media owners to effectively engage audiences through their CTV campaigns.”

"By integrating demographic attributes from Experian with EDO's Connected TV insights, we aim to provide a more comprehensive approach to measurement for TV advertisers. This integration offers EDO clients richer consumer insights, enabling more precision in their approach to their advertising strategies," said Ali Mack, Head of Television and Agency Partnerships, Experian. "Our collaboration with EDO underscores our mutual goal to refine and enhance how data serves television advertisers."

The announcement follows EDO’s data partnership announcements with Nielsen and Similarweb as part of its goal to drive immediate, actionable insights for Convergent TV advertisers. Working with all major networks and CTV players, EDO has also announced new or expanded partnerships with Disney, Netflix, Hallmark, and BET in the last year.

About EDO, Inc.

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.

About Experian

Experian is the world’s leading global information services company. During life’s big moments – from buying a home or a car, to sending a child to college, to growing a business by connecting with new customers – we empower consumers and our clients to manage their data with confidence. We help individuals to take financial control and access financial services, businesses to make smarter decisions and thrive, lenders to lend more responsibly and organizations to prevent identity fraud and crime.

We have 22,000 people operating across 32 countries and every day we’re investing in new technologies, talented people and innovation to help all our clients maximize every opportunity. With corporate headquarters in Dublin, Ireland, we are listed on the London Stock Exchange (EXPN) and are a constituent of the FTSE 100 Index.

Learn more at www.experianplc.com or visit our global content hub at our global news blog for the latest news and insights from the Group.

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