In a move poised to reshape the future of cross-platform audience measurement, Comscore has announced a multi-year partnership with HyphaMetrics, the data upstart known for its real-time, person-level view of media consumption across screens. The deal is designed to supercharge Comscore’s CTV and streaming analytics with program-level insights and bring a much-needed dose of granularity to an ecosystem long dominated by estimates and averages.
What’s New—and Why It Matters
At the heart of this alliance is HyphaMetrics’ Unified Individual Media Metric, a data framework that captures not just which device was used, but who was watching, when, and how—across every screen in the household. The partnership will integrate this person-level, deterministic data into Comscore’s cross-platform measurement suite, with a particular focus on CTV, SVOD, AVOD, and FAST channels.
Why now? With streaming platforms continuing to fragment audiences and advertisers demanding campaign-level accountability, media buyers are pushing for more precision, especially in programmatic environments. Enter HyphaMetrics, whose UNIe™ engine (short for Unified Neuromedia Identification Engine) delivers real-time behavioral data on video, brand, gaming, and social interactions—all under one analytical roof.
Smarter, Sharper Audience Intelligence
This partnership extends Comscore’s personification methodology, a proprietary system that infers individual-level viewing from household data. By plugging in HyphaMetrics’ deterministic co-viewing metrics, Comscore will move closer to true person-level attribution—something many in the industry have viewed as the “holy grail” of audience measurement.
“This gives us deeper insight into not just what’s being watched—but who’s actually watching it,” said Comscore Chief Commercial Officer Steve Bagdasarian. “It’s a critical advantage for clients looking to optimize campaigns across platforms with precision.”
Lining Up for the Upfronts
The timing is strategic. With networks, publishers, and advertisers already eyeing the 2026/2027 upfront season, the integration promises to deliver richer cross-platform content reporting (CCM) that can better value streaming inventory. It’s also a shot across the bow of legacy measurement players, many of whom are still struggling to modernize their methodologies in a post-linear world.
Joanna Drews, CEO of HyphaMetrics, framed the partnership as a mutual commitment to clarity: “We’re both focused on giving publishers and advertisers the most accurate lens into content performance and ad exposure. This partnership brings us one step closer to that reality.”
The Broader Context: Race for Streaming Metrics Dominance
With the streaming arms race entering its data-driven chapter, platforms like Netflix, Amazon, and Disney+ are seeking more transparent, accountable, and granular measurement tools to justify rising CPMs and prove campaign effectiveness. Comscore’s move here not only helps it keep pace with rivals like Nielsen ONE and VideoAmp but also underscores a growing trend: measurement companies are becoming as much about partnerships as they are about platforms.
In short, Comscore isn’t just adding better data—it’s future-proofing its analytics stack to stay competitive in a fragmented, attention-deficit economy. And as advertisers continue to chase eyeballs across screens, platforms, and formats, the demand for real-time, person-level clarity will only rise.
