nielsen

nielsen

Debbie Cerda for Slackerwood | Flickr

EDO, a TV advertising measurement startup looking to compete with longtime industry heavyweight Nielsen, has raised $80 million from Los Angeles-based investment firm Shamrock Capital.

Co-founded by actor Edward Norton in 2015, EDO claims to be the first company to measure TV ads through consumer search activity—tracking online searches five-to-10 minutes after an ad airs and giving advertisers real-time insights into how consumers respond to their commercials. The company says it cross-references a national TV ad database of 200 million airings with anonymized search data to detect spikes in ad engagement.

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Photo by Tim Mossholder on Unsplash

VideoAmp revealed Thursday that it raised $275 million as it takes on Nielsen's media-measurement empire. The funding round led by Spruce House values the Los Angeles-based firm at $1.4 billion.

Like Nielsen, VideoAmp collects data on who's watching what — across traditional TV, streaming, and social networks like YouTube – in service of the ad industry. However, VideoAmp positions itself as an alternative to "legacy" systems, which it says are "fragmented, riddled with complexity and inaccurate."

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