The tool delivers real-time, mid-funnel performance insights at scale without traditional attribution costs or workflow disruption. NBC Universal and Paramount Global are early adopters, integrating EDO data into their internal performance analytics platforms. EDO Always-On is intended to scale outcomes measurement by integrating performance data for convergent TV airings, including streaming inventory, directly into media owners’ internal platforms. Early adopters include NBC Universal and Paramount Global, both of which are integrating EDO’s syndicated outcomes data into their respective performance intelligence tools. “EDO Always-On is an industry milestone for outcomes-based TV measurement,” said Kevin Krim, the CEO of EDO.