Groundbreaking independent data model
“unfreezes” ad marketplace;
Led by veteran MODI Media and Cadent exec Michael Bologna
and former Comscore measurement specialist Joanna Drews;
Introducing the industry’s first chief panel officer
New York, NY (November 2, 2020) – HyphaMetrics, the only media metrics technology company that definitively measures every individual’s exposure to content, advertising, and brand integration across every viewing screen and smart home device as a single independent data source, launched today with a $2 million pre-seed round.
The investors are a group of executives from across the entire media community inclusive of networks, agencies, multichannel video programming distributors (MVPDs), research companies and media platforms.
HyphaMetrics’ model is an industry first: a suite of data streams providing media viewing behavior figures at their most granular level that are both neutral and autonomous, all of which will be ready-made for licensing.
Two of its three products are available now. One product, MobileMetrics, is currently being licensed by enterprise software platform MadHive to inform their data science and machine learning.
“Panels are critical to providing a fully opted-in source of truth,” said Adam Helfgott, CEO at MadHive. “We believe the addition of our proprietary partnership with HyphaMetrics to our OTT-first device graph gives advertisers access to innovative, high fidelity targeting and attribution capabilities across screens.”
HyphaMetrics will upend the stagnant and fragmented media metrics landscape in three major ways:
Capturing The Entire Media Ecosystem at the Individual Level: HyphaMetrics provides single-source data streams reflective of modern media usage at the individual level– from linear television, to streaming devices and apps to mobile web usage to gaming environments. By individualizing household data, it acts as a powerful unseen connective tissue throughout the media ecosystem.
The Only Independent Data In The Field: HyphaMetrics is the only company to generate all-platform independent data for the marketplace, allowing it to be licensed to a wide array of partners ranging from TV networks to streaming services, video platforms, gaming companies, and research giants.
Unifying Higher Industry Standards: With the availability of their neutral and complementary data streams, HyphaMetrics will elevate and unify data standards across the entire media ecosystem. This model will create a common language through which all media platforms can communicate.
THE PRODUCTS
HyphaMetrics creates and operates exclusive measurement systems that merge proprietary hardware, software and technologies with industry-accepted research methodologies inclusive of robust, consistently updated privacy standards and protections. Each of their first-of-its-kind products is constructed from the ground up to address the various data gaps in the marketplace.
1) ClearviewMetrics (available Q2 2021): The centerpiece product captures unduplicated viewing data at the individual level across every network, program, advertisement, product placement, streaming app, gaming environment for every single device in the household. The proprietary panel technology will be distributed to 5,000 homes and 15,000+ devices within the home.
2) ContentMetrics (available now): With a laser-focus on how time is spent across every platform on TVs today on an individualized level, subscribers and licensees will understand in real time who is watching what content and in what format (live, time-shifted, or streaming) within an entire household. For example, time spent watching “This Is Us” across live, recorded, and streamed.
3) MobileMetrics (available now): MobileMetrics captures the many unique media occurrences that take place across mobile media environments. The end result is granular data which demonstrates time spent in apps, simultaneous app usage, multitasking metrics, and more.
THE EXECUTIVE TEAM
The Hyphametrics executive team represents the best in metric technology disciplines, including the industry’s first chief panel officer:
* Michael Bologna (President and CRO): One of the most recognized executives in advanced television from his long tenure at WPP/GroupM’s MODI Media and emerging media divisions as well as the independent one2one Media (later part of Cadent).
* Joanna Drews (Co-Founder and CEO): The former director of product management/emerging assets at Comscore, Inc. and partner at WPP/GroupM’s industry leading research practice. Joanna is also the measurement working group co-chair for AdLedger and on the client advisory board for Captify.
* Gerardo López Zamudio Gerardo López Zamudio (Co-Founder and Chief Technical Officer): With over 20 years of experience in the information technology field, including software and hardware development, Gerardo was most recently the Chief Information Officer at both the global credit ratings agency HR Ratings de México and the television audience measurement agency HR Ratings Media.
* Chuck Shuttles (Chief Panel Officer): One of the sector’s elite media panel experts, Chuck was previously the Vice President of Panel Science at Comscore, the SVP, Panel for Symphony Advanced Media, and the Vice President, Custom Media Panels at GfK (now Ipsos).
ADVISORY BOARD
In addition to a group of high-level c-suite broadcast and media executives, the advisory board includes (in alphabetical order): advertising thought leaders Jim Balbirer and Scott Collins, Brian Danzis (Managing Director at Acast), Rodrigo Espinosa (General Manager at Tubesa, S.A. de C.V.), Geoff Farris (Chief Revenue Officer, Albert Technologies), Gabe Gottlieb (Co-founder and CEO, Pathmatics), Charlie Guevara (VP, Sales, Albert Technologies), Adam Helfgott (CEO, MadHive), Amol Purohit (Senior Patent Counsel at Lyft), Rosario Sanchez Robles (Director of Finance & Administration, Editorial Televisa), Larry Samuels (President, Strategic Acceleration Ventures), Alan Schanzer (SVP, Agency and Advertiser Development, Pandora), Howard Shimmel (President, Janus Insights and Analysis), independent media adviser Ed Swindler, and angel investor Kyle Tortora.
“The drive for true cross-platform measurement, with de-duplicated reach, is the ultimate goal of our industry,” says Jane Clarke, CEO and Managing Director of the Coalition for Innovative Media Measurement (CIMM). “To get there, it will be the innovation and vision of companies such as HyphaMetrics that will enable us to realize that goal.”