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Edward Norton’s Challenging New Role Could Put Him in TV’s Battle for Advertising Dollars
Edward Norton may find himself an unlikely ad-tech guru as EDO, an analytics company he co-founded, gains traction with Nielsen, Netflix and others
EDO, an analytics company he co-founded with economist and entrepreneur Daniel Nadler, has in the past year struck alliances with Netflix, Disney, Amazon, TelevisaUnivision, Nielsen and Paramount Global, among others. It’s not a nice-to-have, as it was in the past.” Focusing on how ads lead to specific business outcomes “will fundamentally give a better sense of the value” of TV commercials, says Paramount’s Halley, and potentially help reverse some of the erosion in pricing the industry has had to navigate in recent years. For the past few years, media companies have backed any number of upstarts that offer so-called “alternative currencies,” or new methodologies of calculating how many people saw content on TV or via streaming video on one of the nation’s mainstream networks or broadband hubs.
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