Why Actor Edward Norton Is Sizing Up the TV Ad Measurement Space

EDO is developing an alternative measurement solution to Nielsen

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TV measurement and analytics company EDO has received an $80 million investment from Shamrock Capital, which also owns Adweek, as part of its efforts to develop an alternative measurement solution for convergent TV.

EDO, which was co-founded by actor and filmmaker Edward Norton and economist and entrepreneur Daniel Nadler, measures ads that play across convergent TV. The company uses this as the umbrella term for both national live linear television and the various non-live ways people consume programming, including set top box, mobile app and streaming.



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