• by Wayne Friedman , January 16, 2025

Looking to achieve more precise regional business outcome results on a market-by-market basis, TV measurement company EDO has struck a deal with artificial intelligence (AI)-powered ad-tech company Chalice AI.

Chalice says it can determine “high-performing regions to drive more informed buying decisions.” For example, if a brand’s campaign sees better consumer engagement in markets like Los Angeles or Dallas, it can refocus ad buys and campaigns in those higher-performing regions, and lower media investment in areas that are not performing well.

EDO believes Chalice can help optimize better outcomes across programmatic CTV and digital ad campaigns.

Chalice says its predictive analytics, delivered on an independent AI platform, can be integrated with all major demand and supply-side platforms (DSPs/SSPs), and digital media platforms such as Meta and YouTube.

EDO, which has a database of more than 130 million streaming ad airings and predictive engagement signals, is looking to combine engagement signals with decision science in order to maximize creative and media performance.

EDO (Entertainment Data Oracle) started up in 2015, founded by actor Edward Norton and economist/entrepreneur Daniel Nadler.

Last month, EDO and DoubleVerify, an advertising software platform for digital media, inked partnership to deliver AI-powered optimization for connected TV (CTV) advertising. DoubleVerify’s proprietary technology -- DV Scibids AITM -- is designed to maximize ad performance and cost efficiency across the world’s leading DSPs.