EDO, the TV outcomes company, has always been viewed as a lingerer on the periphery of the measurement scene within the broader advertising sector—not reinventing the wheel or disrupting the status quo, but not obviously struggling either. How often do we hear updates about integrations or partnerships that promise to optimize campaign performance and maximize ROI, only to be forgotten without a single KPI or metric shared? It is a biweekly occurrence at least, but a partnership announced between EDO and Chalice, a trendy AI-powered ad tech firm, aims to differentiate by allowing advertisers to use custom algorithms for precise targeting and measurement for underpenetrated markets. Dusting off the cobwebs, EDO—which stands for Entertainment Data Oracle—is jumping into bed with…