Fresh off a major legal victory against Nielsen, measurement startup HyphaMetrics is teaming up with TiVo to build a new standard for tracking media consumption. The deal integrates TiVo’s extensive schedule metadata with HyphaMetrics’ panel-based viewing data, which captures media exposure down to the individual user.
Connecting the data: The goal is to create a consistent data standard for a fragmented media world. “We’re thrilled to partner with TiVo on this milestone step towards a connected future for the entire media ecosystem,” said Joanna Drews, CEO of HyphaMetrics, in a statement. Drews added the move is an "important step towards building a marketplace that truly reflects the diversity and nuance of modern media viewing behavior.”
Beyond the set-top box: TiVo may still be synonymous with the DVR for many, but the company has spent years re-centering its business on the metadata and discovery tools that have become indispensable in the streaming era. "HyphaMetrics is an instrumental player in the industry effort to deliver effective cross-platform measurement solutions," said Fariba Zamaniyan, TiVo's Vice President of Global Data Monetization.
A string of wins: The TiVo partnership is the latest in a rapid-fire succession of wins for the startup. The deal comes just after a major legal victory against Nielsen in August and a similar measurement deal with Comscore in July, and this succession represents an aggressive push to challenge the old guard of media measurement.
By stacking partnerships and fresh off a courtroom win, HyphaMetrics is making a concerted effort to position itself as a credible and formidable challenger in a measurement industry long dominated by a few key players.
The wider view: The technical jargon in media measurement can be a minefield. In a recent podcast, HyphaMetrics' CEO Joanna Drews breaks down the often-misunderstood difference between a true "panel" and simple device "footprint" data. Meanwhile, the broader industry continues its push for legitimacy, with competitor Comscore recently achieving full JIC certification for its national TV measurement.
