Kantar Media

EDO Launches Engaged Audience Planning for Upfronts

EDO (The Outcomes Company) unveiled Engaged Audience Planning, a software overlay that lets advertisers model reach-versus-response trade-offs inside existing planning stacks. The module uses what EDO calls "vertical AI" and a dataset tracking 110 trillion linear and streaming impressions to forecast intent signals (search spikes, site visits, app-download activity) alongside traditional reach metrics. EDO says the tool integrates with audience systems from Nielsen, VideoAmp and Kantar Media and programmatic optimizers such as DoubleVerify’s Scibids AI, positioning itself as an outcome-focused overlay rather than a currency. The company cites an unnamed advertiser seeing a more-than-threefold engagement lift in testing. Independent validation, integration costs and performance versus attention metrics remain outstanding questions for buyers ahead of live Upfront deals.

Kantar Media Transforms into Fifty5Blue After Private Equity Split

Kantar Media has rebranded as Fifty5Blue following a private-equity carve-out that closed in August 2025. The business was spun out from the wider Kantar research organization, where it had operated as the media measurement arm. As part of the transaction, the unit was required to adopt a new brand identity within two years. Under the Fifty5Blue name, established products including Ibope (the primary TV ratings currency in Latin America), TGI (global consumer profiling and targeting survey), and TechEdge (audience data analysis and visualization software) will remain core to the company’s portfolio.

Europe's TV JICs Gear Up for 2026 Measurement Revolution

Five major European TV Joint Industry Committees (JICs) outlined measurement priorities for 2026 focused on cross‑platform convergence, data integration and new product launches. The UK’s Barb launched a cloud-based Data Hub and Barb Ads Hub, is developing an API (phase three) with RSMB, and prototyping Panel Plus to fuse device and panel data. Germany’s AGF is standardising converged measurement, integrating streaming via Nielsen server‑to‑server technology (Amazon Prime Video added in Nov 2025) and incorporating return‑path data. Italy’s Auditel is promoting CUSV as a campaign‑encoding standard and plans a Total Campaign solution in H2 2026. The Netherlands’ NMO absorbed BRO Next and will launch Video Totaal and NMO Crossmedia. Sweden’s MMS will switch to Kantar Media and deploy a tag‑agnostic measurement model on 1 Jan 2027. Across markets the emphasis is comparability, lower barriers for digital players and expanded cross‑media campaign measurement.