Kevin Krim, CEO of EDO Inc., presented at the POSSIBLE conference on the need for improved TV measurement. He advocated for integrating Maslow's hierarchy principles into measurement and leveraging AI to move beyond basic dashboard reporting. The discussion focused on enhancing the effectiveness of media measurement in the TV industry.
Krim’s message points to a near-term measurement problem: TV buyers and sellers still spend time inside dashboard reporting when they need more useful decision tools. The competitive angle is that EDO is positioning media measurement around AI-driven analysis rather than static reporting, which fits the article’s focus on improving effectiveness across TV. What to watch next is whether EDO expands on this framework beyond the POSSIBLE stage with a concrete product or methodology update.
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