Comscore and HyphaMetrics Partner for Enhanced CTV Measurement

Comscore has entered a multi-year partnership with HyphaMetrics to enhance its cross-platform measurement capabilities and introduce new CTV program-level reporting. The partnership will leverage HyphaMetrics' Unified Individual Media Metric, a unified view of audience behavior across all screens and streaming platforms. This will allow Comscore to transform household-level viewing data into a more precise understanding of individuals behind the screens, improving both linear and CTV audience measurement.

Comscore (Nasdaq: SCOR), a global leader in measuring and analyzing consumer behaviors, has entered a multi-year partnership with HyphaMetrics to significantly enhance its cross-platform measurement capabilities. The collaboration aims to introduce new CTV program-level reporting and deliver more granular insights into the programmatic streaming landscape [1][2].

The partnership will leverage HyphaMetrics' proprietary 'Unified Individual Media Metric' (UIMM), which provides a unified view of audience behavior across every monitored screen and streaming platform within a household. This includes deterministic Viewers-per-Viewing-Household data and person-level co-viewing insights across devices [1][2][3]. By integrating UIMM into Comscore's personification methodology, the companies aim to transform household-level viewing data into a more precise understanding of the individuals behind the screens, thereby improving both linear and CTV audience measurement [1][3].

The integration of UIMM will enable Comscore to deliver deeper insights into streaming behaviors, facilitating program-level measurement across SVOD, AVOD, and FAST channels. This enhancement is expected to expand Comscore's cross-platform solutions, adding new intelligence and advanced reporting for its cross-platform content measurement (CCM) [1][3].

Steve Bagdasarian, Chief Commercial Officer at Comscore, expressed his admiration for HyphaMetrics' sophisticated data capabilities, stating, "We’ve been impressed with the sophistication of HyphaMetrics’ 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" [1][2].

Joanna Drews, CEO of HyphaMetrics, echoed this sentiment, highlighting the shared commitment between the two companies to enhancing content valuation and ad exposure clarity for publishers and advertisers [1][2].

This partnership is set to deliver enhanced insights in time for the 2026/2027 upfront advertising season, aligning with the growing industry demand for greater transparency and accuracy in audience measurement [1][2].

References:
[1] https://finance.yahoo.com/news/comscore-partners-hyphametrics-launch-advanced-124400557.html
[2] https://za.investing.com/news/company-news/comscore-partners-with-hyphametrics-to-enhance-ctv-measurement-93CH-3789892
[3] https://www.mrweb.com/drno/news38536.htm