Outcomes measurement company EDO has reached a deal with DoubleVerify’s Scibids to optimize programmatic buying of connected TV based on viewer engagement data.

Under the deal, which the companies described as first of its kind, EDO’s measurement of how people respond to ads based on search and other online activity will help power DV Scibids AI, both to target and measure outcomes of CTV ads. EDO has a historical database of over 133 million streaming ad airings associated with engagement metrics.

Advertisers can use EDO plus DV Scibids AI through demand-side platforms from Google, The Trade Desk and Xandr.

EDO and DV’s approach aims to identify and prioritize high-engagement markets and media placements, allowing advertisers to dynamically adjust their media buys based on TV-driven ad engagement. For example, if consumers engage most with a brand’s ads in Chicago and Detroit, DV Scibids AI can optimize inventory purchases in those cities while reducing spending in lower-engagement regions.

EDO last year launched a partnership with Nielsen to integrate data with mutual clients, but this is the first time it has done such a partnership to fuel programmatic CTV trading, said Kevin Krim, EDO’s CEO.

In an interview, Krim said the EDO-DV Scibids combination could help level the playing field between CTV and digital players such as Google and Meta in tracking outcomes from media spending.

Essentially, the combination will allow for a pre-bid signal for the likely quality and efficacy of CTV ad impressions.

“You can start now to create a truly outcome-optimized programmatic campaign,” Krim said. “I think that’s going to be a huge thematic thing for the whole industry going into 2025.”

“By integrating EDO’s CTV data with DV Scibids AI, we empower advertisers to maximize ROI and enhance brand engagement,” said Steven Woolway, executive VP of business development for DoubleVerify, in a statement.