EDO has launched Sponsored Ad Outcomes, an AI-powered measurement tool that automatically detects and quantifies brand integrations across live sports broadcasts, including in-stadium billboards, digital overlays and sponsored graphics. The solution provides investment-grade outcomes data without manual processes that previously prevented scaled sponsorship measurement. The company validated the technology by analysing the 2022 FIFA World Cup, processing 3,774 custom integrations and 1,168 standard ads across 64 matches. The analysis found viewers were 117% more likely to engage with digital overlays than stadium billboards, and digital overlays paired with adjacent ads drove 34% higher engagement. The solution debuts for the 2026 FIFA World Cup and will expand to NFL, NBA and other major sports. It reduces manual review time by 92% and costs by 98%.

EDO, a TV outcomes company, has launched Ad EnGage Optimize, an AI-powered solution for autonomous campaign optimisation in convergent TV advertising. The platform uses EDO's decade of TV outcomes data to optimise frequency, creative rotation, audience targeting and media planning during campaigns. EDO's research shows up to 35% of ad impressions in some convergent TV campaigns can be reinvested through smarter frequency capping, whilst creative rotation optimisations can drive 20% performance increases. The platform analyses campaigns across multiple dimensions simultaneously, including creative, audience, frequency, media placement and geographic markets. Ad EnGage Optimize includes five tools: Frequency Optimizer, Media Plan Optimizer, Creative Rotation Optimizer, Audience/Geo Optimizer, and Agentic Integration. The solution addresses the challenge of manually executing optimisations across numerous publishers, markets and campaigns at scale.

EDO unveils ChatEDO, a conversational AI for instant TV outcomes insights. New AI-powered interface will enable advertisers, agencies, and publishers to interact with EDO's investment-grade TV outcomes data using natural language - democratising access across client partner teams and accelerating time to insight. EDO, the TV outcomes company, has announced the launch of ChatEDO, a new conversational AI agent that makes EDO's massive database of TV advertising activity and outcomes easier and faster to access, analyse, and utilise. ChatEDO allows clients to ask questions in natural language and instantly surfaces insights across EDO's expansive Convergent TV database - dramatically reducing the time and effort required to understand and optimise performance. ChatEDO reflects a broader shift in how marketing teams want to interact with data. Many brand, publisher, and especially agency teams today are overextended and under-resourced, with fewer specialists to interpret measurement results. Yet the rise of fragmented, cross-platform TV, often transacted in programmatic platforms, increases expectations for speed, accuracy, and insight. ChatEDO lowers the barrier to entry for advanced TV insights, enabling more professionals across advertising organisations to immediately become effective users of outcomes intelligence within seconds. "ChatEDO is about meeting our customers where they are," said Kevin Krim, President and CEO of EDO. "Research & Insights teams are under more pressure than ever, and EDO's industry-leading scale and granularity of data across Convergent TV breaks old dashboard and spreadsheet-based workflows. With ChatEDO, we're making TV outcomes intelligence even more accessible, immediate, and useful." ChatEDO is EDO's custom-built agentic AI interface for AdEngage, the company's Vertical-AI powered Convergent TV measurement platform. Rather than being tied to a single AI provider, ChatEDO is a model-agnostic orchestrator designed to leverage the best foundation models via Amazon Web Services (AWS) Bedrock, including OpenAI's GPT-5, Anthropic's Claude Opus, and other AI models. This architecture allows ChatEDO to seamlessly switch between foundation models as new state-of-the-art capabilities emerge, without disrupting the user experience or compromising accuracy. The proprietary intelligence behind ChatEDO lives in its MCP-based tools. EDO has spent years engineering the execution logic and guardrails required to reliably interpret, contextualise, and analyse its syndicated, scaled, and granular TV data. Rather than relying on generic AI platforms, ChatEDO leverages EDO's decade of experience in Vertical AI, combining 10+ years of cross-platform outcomes data, trillions of impressions, hundreds of millions of airings, and syndicated benchmarks across industries. The result is an agentic system grounded in real, predictive consumer behaviour, capable of turning immediate signals and historical benchmarks into actionable guidance. "Our focus wasn't just on building a chat interface - it was building the right intelligence behind it," said Joshua Lee, EDO's Chief Technical Officer and Head of Product. "We've spent years structuring Convergent TV outcomes data so it can be reliably consumed by AI agents. ChatEDO brings that technical foundation to life, reducing friction and dramatically accelerating time-to-insight for agency teams." Faster Insights, Broader Access In internal tests, ChatEDO has proved especially effective at answering common but time-consuming questions, on subjects like creative impact, competitive intelligence, share shifts, media weights, and category trends. While these queries previously required time-consuming, manual filtering across multiple dashboard views often downloaded into spreadsheets, ChatEDO provides answers in seconds using plain language and data visualisations. For instance, agencies can now explore their competitors' media plans and performance in real-time while on client calls, eliminating the need to pull additional data after the call and schedule an additional meeting days later. By simplifying access to complex data, ChatEDO helps teams - whether at agencies, brands, or publishers - move faster, respond to stakeholders' needs more quickly, and extend outcomes intelligence beyond a small group of power users to the broader organisation - supporting speed, efficiency, and ROI at a time when doing more with less has become a mandate. Whereas less technical team members might have needed to wait 4-6 hours for creative performance data, ChatEDO empowers these team members to receive instant analysis - no SQL necessary, no waiting on analyst expertise.