EDO Raises $80 Million To Chase Nielsen; TV Nets Out The “Stress” In Stress-Examined



Right here’s at this time’s AdExchanger.com information round-up… Need it by e mail? Enroll right here.

The Royal Rumble Of Rankings

The TV analytics firm EDO, co-founded by Edward Norton, raised $80 million at a $200 million valuation. 

The actor’s involvement stemmed from Norton’s expertise with streaming manufacturing, since there aren’t any apparent benchmarks like field workplace or DVD gross sales. Actors, writers and administrators are sometimes in the dead of night on how reveals or films fared.

These days, a spike in on-line searches a couple of model is a surer signal of ROI than scores or social media indicators, EDO chief government Kevin Krim tells The Wall Avenue Journal

EDO’s fundraising additionally reveals how firms see Nielsen’s TV scores incumbency as their very own alternative. The chance to supply another measurement system to Nielsen was a part of the reasoning for EDO’s buyers. 

NBCU, for one, put EDO within the “incrementality measurement,” “multi-touch attribution” and “viewers verification” classes in its LUMAscape-like chart of TV measurement’s future.

The sector of contenders taking over Nielsen is massive and numerous: In addition to the plain rivals – reminiscent of Comscore and iSpot – there are programmatic advert verification providers like Integral Advert Science, Moat and Human, advert servers like Innovid that focus on them, plus broadcasters and streaming platforms themselves (suppose Roku or NBCUniversal). Panel-based TV analytics startups HyphaMetrics and TVision even see a spot.

Prepared, Set, Joust!

Talking of TV measurement, the choice foreign money race appears like the start of a marathon.

On Thursday, WarnerMedia and IPG Mediabrands introduced a joint “test-and-learn” with what they name the three main contenders in different foreign money: Comscore, VideoAmp and iSpot.

Programmers like NBCUniversal have stress-tested suppliers for months and are putting bets on a number of the high performers. However this yr’s upfronts are proper across the nook, and measurement suppliers haven’t crossed the end line but.

Forward of the upfronts, WarnerMedia will measure the identical campaigns on the similar time and supply reporting on cross-platform frequency and unduplicated attain for its foreign money options. WarnerMedia expects a side-by-side comparability of every supplier’s efficiency and strengths to information its purchasers into “making the suitable investments,” Andrea Zapata, WarnerMedia head of analysis, knowledge and insights, tells AdExchanger.

Zapata says the trade is “not beholden to only one foreign money” – however the suppliers are sport for the competitors.

Comscore is readying as much as show its place with the “completeness of [its] knowledge and the soundness of [its] methodological strategy,” CRO Carol Hinnant tells AdExchanger.

In different phrases: Deliver it on.

Advert Tech Will get Its Head In The Recreation

Has in-game promoting lastly gone mainstream? 

Right here’s one indicator that it has: The IAB hosted PlayFronts, its first-ever gaming-focused occasion, this week.

The occasion provided a distinction between firms presenting ready-for-market in-game advert options and attendees from the model and company aspect who’re reticent and generally have misconceptions about gaming demographics, Digiday studies.

Many presenters trotted out typical, barely worn-out stats like how greater than 50% of avid gamers are girls. However info that’s previous information to the tech aspect generally is a revelation for a lot of company and media consumers.

IAB VP Zoe Quickly says the timing of the occasion represented a “good storm” because of rising trade consciousness, a profusion of advert tech options and the decline of linear TV viewership every reaching essential mass at across the similar time.

The metaverse, which most often is constructed on online game expertise, was a frequent subject. Nonetheless, many attendees stated the advert trade can be smart to capitalize on extra tangible alternatives in gaming moderately than chasing internet 3.0’s preexistent FOMO. 

However Wait, There’s Extra!

The SEC is investigating Amazon’s use of third-party vendor knowledge by its private-label companies. [WSJ]

IRI and NPD, a enterprise analytics supplier, are set to merge. NPD was rumored to be contemplating an acquisition of IRI for $5 billion. 

Ideoclick raises $20 million because it transitions from an company mannequin to an SaaS tech enterprise. [release]

The Laboratory for Superior Advertising will use scientific experimentation to tell and broaden entrepreneurs’ enterprise features. [MediaVillage]

You’re Employed!

The company Drake Cooper hires Mindy Stomp as co-president, GM. [release]