Comscore Partners with HyphaMetrics for CTV Data Boost

Comscore has announced a multi-year partnership with audience measurement company HyphaMetrics, expanding its cross-platform measurement capabilities with new CTV program-level reporting, and promising greater granularity for programmatic streaming.

HyphaMetrics was established in 2020 by Joanna Drews (pictured) and Michael Bologna, who had worked together previously at Comscore, as well as at GroupM (now WPP Media). The firm uses a proprietary panel of 5,000 homes to track viewing across devices, then licenses the data to ad currency providers like Comscore and VideoAmp. Its platform is powered by a patented technology, the Unified Neuromedia Identification Engine (UNIe), which captures the identity of consumers of content - including video, brands, gaming and social activities - as well as where, when and how they are viewing it, on multiple platforms, in real time.

Under the deal HyphaMetrics' proprietary 'Unified Individual Media Metric' (UIMM), which brings together audience behavior across every monitored screen and streaming platform within a household, will be used to enhance Comscore's proprietary industry personification methodology. UIMM includes deterministic Viewers-per-Viewing-Household data and person-level co-viewing insights across devices, and will complement Comscore's personification approach which provides a detailed understanding of individuals viewing screens within households, thus 'bringing new precision to both linear and CTV audience measurement,' according to the companies.

The partnership promises deeper insights into streaming behaviors, enabling program-level measurement across SVOD, AVOD and FAST channels; and should expand Comscore's cross-platform solutions, adding new intelligence and advanced reporting for its cross-platform content measurement (CCM).

Steve Bagdasarian, Chief Commercial Officer at Comscore, comments: 'We've been impressed with the sophistication of HyphaMetrics's data, which is designed to accurately measure the totality of audiences across platforms as well as to gauge campaign performance. We believe the data partnership we have forged will be an added advantage for Comscore clients looking for the most accurate and holistic viewing measurement and campaign optimization insights in the market.' According to Drews, 'HyphaMetrics and Comscore are both deeply committed to helping publishers accurately value their content and to giving advertisers the clearest view possible of their ad exposures, making this data partnership a natural fit.'

Web sites are at www.comscore.com and www.hyphametrics.com .