Comscore partners with HyphaMetrics for advanced CTV measurement

Comscore announced on July 15, 2025, a comprehensive multi-year partnership with HyphaMetrics, a Data-as-a-Service company specializing in unified media consumption measurement. The collaboration will expand Comscore's cross-platform measurement capabilities by introducing CTV program-level reporting and person-level audience measurement.

The partnership integrates HyphaMetrics' proprietary Unified Individual Media Metric with Comscore's existing industry personification methodology. This combination creates deterministic Viewers-per-Viewing-Household data alongside person-level co-viewing insights across multiple devices and streaming platforms within households.

According to the announcement, the integration addresses growing demands within the programmatic streaming landscape for more granular measurement solutions. The partnership specifically targets program-level measurement across SVOD, AVOD, and FAST channels while expanding Comscore's cross-platform content measurement capabilities.

"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 at Comscore. The data partnership positions Comscore clients to access enhanced viewing measurement and campaign optimization insights.

Summary

Who: Comscore (Nasdaq: SCOR), a global leader in measuring and analyzing consumer behaviors, announced a partnership with HyphaMetrics, a Data-as-a-Service company transforming media industry understanding.

What: A multi-year partnership integrating HyphaMetrics' Unified Individual Media Metric with Comscore's personification methodology to deliver advanced person-level audience measurement and CTV program-level reporting across SVOD, AVOD, and FAST channels.

When: Announced on July 15, 2025, with enhanced measurement capabilities targeting the 2026/2027 upfront season for television advertising negotiations.

Where: The partnership expands Comscore's cross-platform measurement capabilities globally, building on existing coverage across all US markets and international territories.

Why: Addresses growing demands within the programmatic streaming landscape for greater transparency, accuracy, and granularity in audience measurement as CTV continues capturing larger shares of advertising budgets and traditional measurement approaches face challenges from privacy changes and platform fragmentation.

Technical integration capabilities

HyphaMetrics' measurement platform operates through its patented Unified Neuromedia Identification Engine (UNIe™). This technology captures consumption patterns across multiple content types including video, brands, gaming, and social activities. The engine processes real-time data to identify who consumes content, alongside where, when, and how viewing occurs across platforms.

The integration transforms household-level viewing data into person-level insights, bringing enhanced precision to both linear and CTV audience measurement. This approach addresses a fundamental challenge in streaming measurement where traditional household metrics often undercount actual viewership due to multiple device usage and shared viewing behaviors.

Cross-platform solutions receive expanded intelligence through this partnership. The collaboration enhances Comscore's existing CCM reporting by adding advanced analytics capabilities for streaming content measurement. These enhancements target the 2026/2027 upfront season, positioning measurement capabilities ahead of traditional television planning cycles.

Industry measurement context

The partnership emerges during significant transformation in television measurement standards. Recent industry developments show Comscore achieved complete Joint Industry Committee certification for national TV measurement on July 10, 2025. This certification encompasses Personified Demographics, making Comscore the only provider with full JIC certification across all measurement categories.

Connected TV measurement has become increasingly critical as CTV's share of media budgets is projected to double from 14% in 2023 to 28% in 2025. Traditional platforms face mounting pressure as 46% of marketers indicate plans to reallocate funds from linear TV to CTV according to industry data.

Privacy-enhanced measurement solutions gain importance as mobile advertising faces challenges with 54% of mobile impressions lacking identifier coverage. Desktop environments show similar trends with 36% of impressions operating without traditional tracking capabilities. These dynamics create demand for deterministic measurement approaches like those provided through the Comscore-HyphaMetrics partnership.

The streaming measurement landscape requires sophisticated approaches to address audience fragmentation. Previous Comscore developments included launching comprehensive YouTube audience measurement across desktop, mobile, and connected TV platforms. This earlier work incorporated co-viewing metrics to provide more accurate streaming audience representation.

Person-level measurement advantages

The partnership enables measurement of individual viewing patterns while maintaining household context. Traditional measurement approaches typically track devices rather than people, creating challenges when multiple individuals share viewing devices or when single individuals consume content across multiple platforms.

HyphaMetrics' approach provides unified reporting across television and digital environments. The company's methodology bridges gaps between streaming and linear TV by capturing all forms of media consumption within household environments. This comprehensive view enables more accurate campaign performance assessment and audience behavior analysis.

Co-viewing analysis represents a significant technical advancement within the partnership. Traditional digital measurement systems often track individual device usage, potentially undercounting total audience exposure in household viewing environments. Enhanced systems account for multiple viewers per device, providing more accurate reach calculations for advertising campaigns.

Device-level precision offers detailed breakdowns of viewing behavior across various consumption methods. The system tracks performance across in-app viewing, browser-based streaming, and smart TV applications. This granular data enables refined targeting strategies and return on investment optimization for streaming campaigns.

Programmatic streaming implications

The partnership addresses specific challenges within programmatic CTV environments. Automated ad buying platforms require precise audience data to execute effective campaigns, particularly as streaming inventory becomes more sophisticated and fragmented across multiple platforms and content types.

Program-level measurement capabilities enable more granular campaign optimization. Advertisers can assess performance at the individual show or episode level rather than relying on broader platform metrics. This granularity supports more efficient media buying and improved campaign performance across streaming environments.

Cross-platform deduplication becomes more accurate through person-level identification. Traditional measurement approaches often double-count audiences appearing across multiple platforms, leading to inflated reach estimates and inefficient media allocation. The integrated solution addresses these challenges through deterministic measurement approaches.

Campaign performance measurement receives enhanced capabilities through unified individual metrics. Media buyers can assess how streaming campaigns perform relative to linear television and digital advertising, enabling more informed budget allocation decisions and strategic planning across media types.

Market positioning and timing

The announcement coincides with industry-wide measurement standardization efforts. Recent MRC accreditation developments show Comscore secured accreditation for demographic "households with" metrics across all US markets in April 2025. This achievement established Comscore as the only measurement service accredited by the MRC in all 210 local markets.

Joanna Drews, CEO of HyphaMetrics, emphasized alignment between both companies' objectives. "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," Drews stated.

The timing targets the 2026/2027 upfront season when enhanced measurement capabilities will support more sophisticated television advertising negotiations. This strategic positioning enables both companies to provide measurement solutions as the industry transitions toward more integrated cross-platform advertising approaches.

International measurement developments show expanding demand for cross-platform measurement solutions. Comscore recently announced expansion of Social Incremental Audiences capability to nine additional international markets including Germany, Ireland, Taiwan, Indonesia, Malaysia, and Australia.

Technology integration details

The partnership leverages artificial intelligence and machine learning to analyze advertising and video content optimization. HyphaMetrics employs these technologies to support interoperability across media ecosystems serving measurement companies, brands, agencies, and media publishers cost-efficiently.

Data processing occurs within secure environments that protect individual privacy while enabling aggregate analysis. The system processes viewing data from multiple sources, including live television broadcasts and DVR recordings, to create comprehensive audience profiles without compromising user privacy standards.

API integration ensures seamless data flow between measurement systems while maintaining system performance standards. The companies developed integration protocols to ensure reliable operation under production conditions, enabling real-time data availability for campaign planning and optimization processes.

The measurement platform supports various content types beyond traditional television programming. Coverage extends to gaming content, social activities, and branded content integration, providing comprehensive media consumption analysis across entertainment categories.

Future measurement landscape

Industry demand for transparency and accuracy in audience measurement continues driving measurement innovation. The partnership positions Comscore to deliver enhanced insights as streaming consumption patterns become more complex and fragmented across platforms and devices.

Cross-platform measurement becomes increasingly critical as audiences consume content across multiple environments simultaneously. The integrated solution addresses these challenges by providing unified measurement across streaming platforms, linear television, and digital environments.

Enhanced reporting capabilities support more sophisticated media planning and campaign optimization. The partnership enables detailed audience analysis that supports strategic decision-making regarding creative development, platform selection, and budget allocation across media types.

The collaboration establishes infrastructure for future measurement developments as streaming technology and consumption patterns continue evolving. This foundation supports ongoing innovation in audience measurement while maintaining industry standards for transparency and accountability.

Key terms explained

Cross-platform measurement refers to the methodology for tracking and analyzing audience behavior across multiple media environments including television, streaming platforms, mobile devices, and desktop computers. This approach eliminates duplicate counting when individuals consume content on different devices, providing accurate reach and frequency metrics. Traditional measurement systems often operate in silos, creating inflated audience estimates when the same person views content across platforms. Advanced cross-platform measurement uses sophisticated algorithms and data integration to create unified audience profiles.

Personification methodology transforms household-level viewing data into individual-level insights by analyzing viewing patterns, device usage, and demographic characteristics within homes. This process identifies which specific household members consume particular content rather than attributing all viewing to generic household metrics. The methodology employs statistical modeling and behavioral analysis to assign viewing activities to individual demographic profiles. Personification enables more precise advertising targeting and audience analysis compared to traditional household-based measurement approaches.

Deterministic measurement uses verified, known data points to identify and track audiences rather than relying on probabilistic modeling or statistical estimates. This approach leverages logged-in user data, device registration information, and authenticated viewing sessions to create precise audience profiles. Deterministic methods provide higher accuracy than probabilistic approaches but require access to authenticated user data across platforms. The methodology becomes increasingly valuable as privacy regulations limit traditional tracking methods.

Co-viewing analysis measures multiple individuals watching content simultaneously on single devices, particularly common in connected TV environments where families view content together. Traditional digital measurement often counts shared viewing as single-person consumption, significantly undercounting actual audience exposure. Co-viewing measurement uses advanced analytics to estimate additional viewers based on content type, viewing patterns, and demographic data. This analysis provides more accurate reach calculations and better reflects actual content consumption in household settings.

Programmatic streaming encompasses automated buying and selling of advertising inventory across streaming platforms using real-time bidding technology and algorithmic decision-making. This approach enables precise audience targeting and dynamic pricing based on available inventory and campaign objectives. Programmatic systems process vast amounts of data to match advertiser requirements with appropriate streaming content and audiences. The methodology requires sophisticated measurement capabilities to track campaign performance and optimize media allocation across fragmented streaming environments.

SVOD, AVOD, and FAST channels represent different streaming business models requiring distinct measurement approaches. Subscription Video on Demand (SVOD) platforms like Netflix generate revenue through monthly fees rather than advertising. Advertising Video on Demand (AVOD) services like Hulu combine subscription fees with advertising revenue. Free Ad-Supported Television (FAST) channels provide free content supported entirely by advertising revenue. Each model presents unique measurement challenges regarding audience behavior, engagement patterns, and advertising effectiveness.

Unified Individual Media Metric creates comprehensive profiles of media consumption across all platforms and devices used by specific individuals. This metric integrates viewing data from streaming services, linear television, gaming platforms, and social media to provide complete media consumption pictures. The approach enables accurate cross-platform reach calculation and eliminates duplicate counting across different media types. Unified metrics support more effective media planning and campaign optimization by revealing actual audience behavior patterns.

Device tuning measurement tracks actual device activity and content consumption rather than relying on panel-based sampling or survey methodologies. This approach monitors real viewing behavior across millions of connected devices including smart TVs, streaming devices, and mobile applications. Device tuning provides census-level data coverage compared to traditional panel-based measurement systems. The methodology enables more granular geographic analysis and supports measurement across all market sizes rather than just major metropolitan areas.

Time-shifted viewing encompasses all non-live content consumption including DVR recordings, on-demand viewing, and streaming platform content accessed after original broadcast times. This viewing behavior represents significant portions of total television consumption, particularly in local markets where programming schedules may not align with viewer availability. Time-shifted measurement requires sophisticated technology to track content consumption across multiple timeframes and platforms. Accurate time-shifted measurement becomes critical for campaign performance analysis and audience reach calculations.

Campaign deduplication eliminates multiple counting of identical audiences exposed to advertising campaigns across different platforms and devices. This process uses advanced audience matching technology to identify when the same individual encounters campaign messages through various media channels. Deduplication provides accurate reach and frequency metrics essential for media planning and budget allocation decisions. The methodology becomes increasingly complex as campaigns span multiple platforms with different measurement systems and audience identification approaches.

Timeline

• July 15, 2025 - Comscore announces multi-year partnership with HyphaMetrics
• July 10, 2025 - Comscore achieves full JIC certification for national TV measurement
• June 4, 2025 - Comscore launches person-level data integration with ShowSeeker's Pilot
• April 8, 2025 - Comscore secures MRC accreditation for demographic TV metrics
• February 22, 2024 - Comscore expands Cross-Platform audience measurement to local level
• March 21, 2024 - Comscore achieves MRC accreditation for National and Local TV measurement
• July 31, 2024 - Comscore unveils comprehensive YouTube Audience Measurement across devices