NEW YORK — “The TV outcomes company” that describes itself as a platform measuring predictive behaviors driven by convergent TV advertising will now be providing Connected TV advertising engagement and outcomes measurement to the nation’s “sports-first” vMVPD platform.

The agreement means Fubo will be getting consumer behavior analytics across its content streams from EDO.

Specifically, EDO will deliver to Fubo ad engagement data across all advertiser campaigns, a move Fubo believes can prove its “strong” ad performance against traditional linear TV and streaming platforms.

“In partnering with EDO, Fubo can provide brands and agencies with granular Connected TV engagement data to attribute direct outcomes to Connected TV ad campaigns,” it said.

Fubo added that initial findings from the partnership indicate that consumers are 16% more likely to engage with ads seen on Fubo overall than they are with ads on traditional linear TV and competitive streaming platforms.

Additionally, the vMVPD claims that sports fans are 29% more likely to engage with ads seen on sports networks on Fubo than ads during live sports on the average linear network.

While engagement may not directly correlate to a boost in sales for an advertiser, what is a return-on-investment in today’s marketing world may indeed entice the CMO looking for the big sports fans who are Fubo users — a small but important segment of the total market.