A data analytics firm founded by actor Edward Norton and poet and entrepreneur Daniel Nadler has closed $12 million in series A funding, in an investment round led by Breyer Capital.
Their company, Edo, seeks to apply advanced data science and machine learning to TV advertising, to help buyers make better marketing decisions. Edo says it’s able to measure consumer product and brand searches so precisely it can determine which TV ad sparked a consumer’s interest.
“Our clients are hungry for high-grade actionable insights into how much engagement — true consumer intent — is being delivered for the dollars spent,” CEO Kevin Krim said in a statement. “Measuring how much ‘exposure’ is being delivered just doesn’t cut it anymore, and social and other weak proxies of engagement have not proven to have strong correlation to economic outcomes.”
Krim said advertisers and buyers want credible, rigorous data that reveals which ads...
Their company, Edo, seeks to apply advanced data science and machine learning to TV advertising, to help buyers make better marketing decisions. Edo says it’s able to measure consumer product and brand searches so precisely it can determine which TV ad sparked a consumer’s interest.
“Our clients are hungry for high-grade actionable insights into how much engagement — true consumer intent — is being delivered for the dollars spent,” CEO Kevin Krim said in a statement. “Measuring how much ‘exposure’ is being delivered just doesn’t cut it anymore, and social and other weak proxies of engagement have not proven to have strong correlation to economic outcomes.”
Krim said advertisers and buyers want credible, rigorous data that reveals which ads...
- 11/1/2018
- by Dawn C. Chmielewski
- Deadline Film + TV
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