Comscore Launches Multi-Year Partnership with HyphaMetrics for Advanced Cross-Platform CTV Measurement

Comscore has announced a multi-year partnership with HyphaMetrics to enhance its cross-platform audience measurement capabilities, specifically introducing advanced Connected TV (CTV) program-level reporting and person-level audience insights. This collaboration integrates HyphaMetrics' proprietary Unified Individual Media Metric with Comscore's personification methodology, enabling deterministic Viewers-per-Viewing-Household data and detailed co-viewing analytics across multiple devices and streaming platforms within households. The partnership aims to address the increasing demand in the programmatic streaming landscape for granular measurement across Subscription Video on Demand (SVOD), Advertising-based Video on Demand (AVOD), and Free Ad-supported Streaming TV (FAST) channels. These enhanced measurement tools are designed to provide media buyers and advertisers with more precise audience targeting and campaign optimization, rolling out in time for the 2026/2027 upfront television advertising season. Comscore’s Chief Commercial Officer, Steve Bagdasarian, emphasized the sophistication of HyphaMetrics’ data and its value in accurately measuring total audiences and improving campaign performance. This strategic move positions Comscore to strengthen its competitive stance in the evolving media measurement industry.