Entertainment Data Oracle Inc., or EDO, a company that uses data collection and analysis to measure the effectiveness of TV ads, announced Nov. 1 that it raised $12 million in its first round of outside investment.

Menlo Park-based Breyer Capital led the round.

The company, which incorporated in 2014 and is based in Culver City, has billed itself as offering clients, “real-time clarity about their TV campaign’s creative and media performance as well as competitive intelligence.”

EDO has stated that it has a database of over 47 million advertisements that have aired on linear TV over the last three-plus years, with information regarding consumer engagement with these ads.

The company is founded by Daniel Nadler, who previously started Kenso Technologies Inc., a company that provides banks data analysis and artificial intelligence. Actor Edward Norton is a co-founder.

Media and entertainment reporter Matthew Blake can be reached at (323)556-8332 or mblake@labusinessjournal.com.

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