In a move set to redefine how marketers evaluate connected TV (CTV) campaigns, EDO and The Trade Desk have announced a first-of-its-kind integration. This partnership makes EDO’s Convergent TV measurement data available directly within The Trade Desk platform, representing a major advancement in programmatic CTV measurement.
Advertisers can now access EDO’s predictive signals—like brand searches and site visits—without requiring a direct integration. That makes syndicated, investment-grade TV outcomes data available across the open internet, unlocking new optimization opportunities for media buyers focused on performance and transparency.
“This is a first on many levels,” said Kevin Krim, CEO of EDO, in Adweek. “It’s a first that we’re in any programmatic platform in that self-serve capacity. It’s the first time The Trade Desk has had mid-funnel behavior outcomes in their platform. It’s the first time that with ease of a button push, this can work for a user of The Trade Desk.”
What Is EDO?
EDO is a TV outcomes company that connects ad exposures across linear and streaming TV to consumer behaviors proven to correlate with future sales—like brand search activity and website visits. Their syndicated dataset is used by leading brands, agencies, and media companies to assess media effectiveness and optimize spend.
EDO’s data is considered “investment-grade” and goes beyond basic reach or impression metrics to reveal true consumer intent. With predictive insights and category-level benchmarks, EDO gives advertisers the clarity they need to evaluate CTV performance and make real-time optimizations.
Why It Matters: A Mid-Market Breakthrough
While outcome-based measurement has historically been reserved for enterprise advertisers with large budgets and direct integrations, this new solution changes that. For mid-market brands and independent agencies, the EDO + Trade Desk integration is a major unlock.
With this partnership, advertisers can:
- Access predictive mid-funnel outcomes directly in-platform—no separate integration needed
- Benchmark performance against competitors and categories
- Overlay first-party data to improve segmentation and bidding strategies
- Optimize CTV and omnichannel campaigns using data that signals real consumer intent
This marks the first-time programmatic buyers at every level can access EDO’s outcomes data with a click, enabling smarter, faster campaign decisions—especially important in today’s competitive streaming environment.
“By integrating EDO’s proprietary TV outcomes data, we’re giving our clients the tools they need to drive smarter planning, measurement, bidding, and better results on CTV that meet the business objectives of their omnichannel campaigns,” said Samantha Jacobson, Chief Strategy Officer at The Trade Desk.
How Ventura Growth Helps Independent Agencies and Growth Brands Capitalize
As a Certified Service Partner of The Trade Desk, Ventura Growth helps independent agencies and mid-sized brands tap into the power of programmatic advertising without needing a full in-house trading team. Our focus is on driving transparency, control, and performance through hands-on platform strategy and deep technical support.
We work closely with our clients to:
- Activate The Trade Desk integrations like EDO to power mid-funnel measurement and campaign optimization
- Use identity solutions like UID2.0 to maximize first-party data value
- Build custom strategies for CTV and omnichannel campaign success
- Deliver enablement, training, and real-time support so teams can operate with confidence
For marketers ready to level up their programmatic approach with measurable business impact, this partnership unlocks the opportunity to bring outcomes-based buying to the center of your CTV strategy.
Reach out to the Ventura team to activate outcome-based CTV buying through The Trade Desk + EDO.
