Comscore partners with HyphaMetrics to enhance cross-platform audience measurement and reporting capabilities for streaming content.
Quiver AI Summary
Comscore, a leading company in measuring consumer behavior, has formed a multi-year partnership with HyphaMetrics, a Data-as-a-Service firm aimed at enhancing media insights. This collaboration will improve Comscore’s cross-platform measurement capabilities by introducing detailed reporting on connected TV (CTV) programs and refining audience understanding through HyphaMetrics’ ‘Unified Individual Media Metric.’ This metric will provide a comprehensive view of audience behavior across all monitored screens in a household, including insights on co-viewing and viewer statistics. The partnership is designed to offer improved audience measurement for both linear and CTV platforms, preparing for greater demand for transparency and accuracy in audience insights ahead of the 2026/2027 upfront season. Both companies aim to assist publishers in valuing content and advertisers in evaluating ad exposures more accurately, promoting better decision-making in the media industry.
Potential Positives
- Comscore announced a multi-year partnership with HyphaMetrics to enhance its cross-platform measurement capabilities, particularly for connected TV (CTV) program-level reporting.
- This partnership will utilize HyphaMetrics’ proprietary technology to provide a more precise understanding of audience behaviors through enhanced data insights, addressing industry demands for greater transparency and accuracy.
- The integration is expected to deliver new intelligence and advanced reporting for Comscore’s cross-platform content reporting, positioning the company favorably ahead of the 2026/2027 upfront season.
Potential Negatives
- The press release indicates that Comscore is relying on a partnership with HyphaMetrics to enhance its measurement capabilities, which may suggest a lack of confidence in its existing technology or methodologies.
- There is no mention of the specific financial impact or expected return on investment from this partnership, leaving stakeholders uncertain about the anticipated benefits.
- The focus on enhancing measurement capabilities comes amid increasing demands for transparency and accuracy in audience measurement, highlighting potential weaknesses in Comscore's current offerings.
FAQ
What is the new partnership between Comscore and HyphaMetrics?
Comscore has announced a multi-year partnership with HyphaMetrics to enhance cross-platform measurement capabilities and viewer insights.
How will this partnership improve audience measurement?
The partnership will introduce new CTV program-level reporting and enhance Comscore's methodology for understanding individual viewer behavior.
What technology will HyphaMetrics provide to Comscore?
HyphaMetrics will provide its 'Unified Individual Media Metric' for more precise audience measurement across multiple screens and platforms.
When will the enhanced measurement capabilities be available?
The new measurement capabilities are expected to be ready in time for the 2026/2027 upfront season.
What advantages does this partnership offer to clients?
The partnership delivers more accurate viewing measurements and campaign optimization insights for advertisers and publishers in the media industry.
Disclaimer: This is an AI-generated summary of a press release distributed by GlobeNewswire. The model used to summarize this release may make mistakes. See the full release here.
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Full Release
RESTON, Va., July 15, 2025 (GLOBE NEWSWIRE) -- Comscore (Nasdaq: SCOR), a global leader in measuring and analyzing consumer behaviors, today announced a multi-year partnership with HyphaMetrics, a Data-as-a-Service (DaaS) company transforming the media industry’s understanding of what the world is watching. Once live, this data partnership and technology integration will expand Comscore’s cross-platform measurement capabilities, introducing new CTV program-level reporting and delivering greater granularity to meet the growing demands of the programmatic streaming landscape.
The partnership intends to enhance Comscore’s proprietary industry personification methodology by leveraging HyphaMetrics’ proprietary ‘Unified Individual Media Metric’, 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. Comscore’s personification approach transforms household-level viewing data into a more precise understanding of the individuals behind the screens, bringing new precision to both linear and CTV audience measurement.
Together, Comscore and HyphaMetrics aim to unlock deeper insights into streaming behaviors, enabling program-level measurement across SVOD, AVOD and FAST channels. The partnership is also expected to expand Comscore’s cross-platform solutions, adding new intelligence and advanced reporting for its cross-platform content reporting (CCM), delivering new intelligence and advanced reporting. As the industry continues to demand greater transparency and accuracy in audience measurement, this partnership lays the groundwork for Comscore to deliver enhanced insights in time for the 2026/2027 upfront season.
“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,” said Steve Bagdasarian, Chief Commercial Officer, Comscore. “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.”
“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,” said Joanna Drews, CEO, HyphaMetrics. “We look forward to deepening our relationship with Comscore on behalf of buyers and sellers looking for the most accurate measurement of their assets.”
HyphaMetrics’ measurement platform is powered by Hypha’s patented Unified Neuromedia Identification Engine (UNIe™) that is able to capture who is consuming content, as well as where, when and how they are viewing it on multiple platforms including video, brands, gaming, and social activities in real time.
About Comscore
Comscore is a global, trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore empowers media buyers and sellers to quantify their multiscreen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging third-party source for reliable and comprehensive cross-platform measurement.
About HyphaMetrics
Hypha is bridging the gap between TV and digital with unified reporting. As the only producer of a “Unified Individual Media Metric,” Hypha’s proprietary technology captures all forms of media consumption—from streaming and linear TV to gaming and digital content-–to provide a unified view of audience behavior across every screen and streaming platform in a household. Using Artificial Intelligence and Machine Learning to analyze and optimize advertising and video content for media executives overseeing content, ads, brand sponsorships, and product placements, we cost-efficiently support interoperability across the entire media ecosystem serving measurement companies, brands, agencies, and media publishers.
Media Contact:
Marie Scoutas
Comscore
[email protected]
