Edward Norton’s start-up EDO wants to bring data science to TV

yet the idea was the relationship between Norton as well as Nadler in which got EDO off the ground. While both men are known inside the arts, they met through Kenso, which Nadler founded in 2012 as well as sold to S&P Global for $550 million This specific year. Kensho’s analytics tools are used inside the financial as well as health-care industries as well as in national security.

Norton as well as Nadler had been thinking about how Kensho’s machine learning as well as predictive analytics could work in various other areas. Norton pointed to the film as well as television industries, specifically TV advertising, which lacked these advanced data science capabilities.

“We had seen in which the legacy media companies were getting disrupted by Netflix as well as Amazon, who were using organic data capabilities as significant advantages,” Norton said. “At the same time, networks were facing the assertion by Google as well as Facebook in which digital advertising was more effective, as well as none of the legacy measurement players were truly helping them challenge in which with sophisticated data.”

In addition to approaching Breyer as well as getting the investor’s support, Norton as well as Nadler brought on Kevin Krim, the former head of CNBC’s digital operations, as CEO, as well as former Nielsen/NRG executive Derek McLay as president. They also hired fresh graduates through Harvard.

EDO’s insights are based on information on about 47 million ads in which have aired, as well as TV data through Kantar Media as well as Nielsen/Gracenote as well as its own data sets. the idea uses the information to predict consumer intent through online behaviors.

“Most of the emerging technology data science will be focused on Twitter data,” Nadler said. “While in which data will be actually quite illuminating in various other fields where economics are involved, where purchasing decisions are involved as well as where stock markets are involved, the idea’s not the right data set” for us, he said.

Like pretty much everyone in film as well as television, Norton will be somewhat obsessed with Netflix. He refers back to the company’s claim in which the idea develops as well as buys shows based on audience insights. the idea jumped into original content with “House of Cards,” a show executives predicted would certainly be a hit because subscribers already liked director David Fincher, actor Kevin Spacey as well as the original British series.

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