Comscore and HyphaMetrics Partner to Deliver Advanced Person-Level Audience Measurement

Comscore, a global leader in measuring and analyzing media consumption, announced a strategic, multi-year partnership with HyphaMetrics, a data-as-a-service (DaaS) company redefining media measurement. This collaboration will enhance Comscore’s cross-platform measurement capabilities, enabling advanced person-level insights and introducing program-level Connected TV (CTV) reporting to support the evolving needs of the programmatic streaming ecosystem.

At the core of this partnership is the integration of HyphaMetrics’ proprietary Unified Individual Media Metric, a person-level dataset capturing granular audience behavior across all screens and platforms within a household. Combined with Comscore’s proprietary personification methodology, this solution will offer a more precise view of co-viewing and individual-level engagement across linear TV and CTV environments. The result is a new level of granularity for audience measurement—especially valuable for advertisers and publishers navigating the growing complexity of the streaming landscape.

The joint initiative will also expand Comscore’s cross-platform content measurement (CCM) capabilities, adding robust reporting and insights across SVOD, AVOD, and FAST channels. By leveraging HyphaMetrics’ deterministic Viewers-per-Viewing-Household data, Comscore will be better positioned to deliver accurate, person-level audience insights that align with the industry’s increasing demand for transparency, precision, and accountability-particularly ahead of the 2026/2027 upfront season.

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“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’ platform is powered by its patented Unified Neuromedia Identification Engine (UNIe™), which captures real-time data on who is watching, where, when, and how—across video content, gaming, branded experiences, and social activity. This foundational technology provides a holistic and real-time view of media consumption across households, aligning perfectly with Comscore’s mission to offer next-generation, person-centric media insights.

Together, Comscore and HyphaMetrics are paving the way for a new era of audience measurement—one that offers advertisers, agencies, and media owners the clarity, accuracy, and depth needed to thrive in today’s fragmented media environment.