Comscore enters multiyear partnership with HyphaMetrics

Comscore (SCOR) announced a multi-year partnership with HyphaMetrics. 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.