Comscore, a specialist in measuring and analysing consumer behaviours, has announced a multi-year partnership with HyphaMetrics, a Data-as-a-Service (DaaS) company. Once live, this data partnership and technology integration will expand Comscore’s cross-platform measurement capabilities, introducing new CTV programme-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 behaviour 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.

Together, Comscore and HyphaMetrics aim to unlock deeper insights into streaming behaviours, enabling programme-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 measurement (CCM), delivering new intelligence and advanced reporting.

“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 optimisation 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,” added 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.

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