Disney Advertising expands relationship with Edward Norton-backed measurement company EDO, will use its engagement data for streaming

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Disney Advertising and measurement agency EDO, whose co-founder and chairman is actor and director Edward Norton, have expanded their relationship into the streaming realm.

The companies have reached a new agreement to apply engagement data from EDO to Disney’s streaming platforms, starting with Hulu. Last month, Disney+ also added a subscription tier with ads.

The partnership news comes on the day Disney’s advertising division convenes its annual “tech and data showcase,” which will be held virtually. Norton appears in a 5-minute video segment during the event to explain his involvement and how EDO is working with Disney.

The companies see the deal give advertisers greater insight into how Disney’s premium content translates into consumer engagement and performance.

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Unlike some of the other measurement vendor deals that have been made with media companies of late, the EDO-Disney pact is not a direct attempt to compete with Nielsen, which has come under fire, but remains the market leader for audience measurement . EDO’s data is generally seen as a complement to Nielsen’s metrics, but since streaming enables the same decision-making as digital advertising, ad placement results are important to understand. Targeting specific consumers is the big opportunity in streaming, as opposed to the traditional “spray and pray” approach in broadcast TV.

EDO, short for Entertainment Data Oracle, was founded in 2014 by entrepreneur Daniel Nadler, a friend of Norton. As the creative community increasingly needs a range of data to determine compensation and profit sharing, Norton has cast his lot with the company and has been an outspoken social media advocate.

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Working with EDO, Norton said in a press release, “Disney can know and predict the effectiveness of convergent TV campaigns.”

Danielle Brown, SVP, Data Enablement and Category Strategy, Disney Advertising, said of the expanded partnership with EDI, “We are bringing insights to brands from the largest and most knowledgeable audiences in live sports and events to show the impact of a ad exposure in streaming on multi-screen digital behaviors such as search and site visits.

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Disney has used EDO to measure results for tentpole events and live sports such as the Academy Awards, American Music Awards, ESPN’s Monday Night Football, and college football playoff games.

“EDO’s results-based measurement metrics alongside Disney’s extensive linear and streaming catalog provide an alternative signal of results-based advertising performance that is both simple and instant,” said Michael Piner, EVP Advanced Advertising, Mediahub Worldwide. “This collaboration helps build a solid foundation for industry adoption of new results-based metrics that enable us to understand convergent TV ad performance.”

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