• by Wayne Friedman , 7 hours ago

In time for the upfront TV ad market selling season, TV outcome and measurement company EDO is offering up its own AI-enabled platform -- ChatEDO -- free to advertisers and media agencies.

EDO says this will help to remove “significant cost barriers and workflow friction at a time when teams are under growing pressure to plan across fragmented environments.”

The goal is to improve efforts around better brand strategy, planning, and investment outcomes for clients.

“Ad intelligence is a necessity but it's data exhaust - and it should be free,” said Kevin Krim, president/CEO of EDO, in a statement.

He added: “Offering agencies free TV ad intelligence through the industry’s first LLM-based interface, ChatEDO, is a statement about where this market is going and who's actually built for it.”

EDO's database is built on measuring more than 133 trillion ad impressions, with 2.5 million pieces of creative, and 35,000 brands.

Earlier this year, iSpot, a TV and video measurement company, launched SAGE -- an agentic AI platform for agencies and brands that analyzes creative, audience and outcome data for media planning.

With SAGE, brands can ask questions such as where their ads have run, how much was spent on each channel, and when and where those spots actually aired, as well as other areas. Down the road, iSpot will start up a performance agent for outcomes data.

In January, TV/streaming measurement company EDO Inc. had been found liable for breach of contract -- one that it had with now competitor iSpot.tv. A jury in the U.S. Court for the Central District of California in L.A. found EDO (Entertainment Data Oracle) liable and determined it must pay iSpot $18.3 million in damages.  

EDO had been a client of iSpot from 2014 to 2018, providing movie box-office analytics.

This story has been updated.