• by Wayne Friedman , Yesterday

Expanding its third-party roster of data partners, NBCUniversal has struck a deal with HyphaMetrics to become the first licensor of the measurement company’s new advanced AI platform to reveal media-consumption data across TV and cross-device devices in real-time.

The UNIeVista measurement system tracks every media exposure in the home on every screen down to the individual — content from linear TV, streaming, gaming and user-generated platforms.

NBCUniversal will have access to data from 5,000 households of the UNIeVista platform by mid-2026.

The data-as-a-service platform will be powered by the company’s identity graph -- Unified Neuromedia Identification Engine (UNIe).

The company says UNIeVista is the first system to capture the full omnichannel TV and cross-device video experience in real-time.

Late last year, NBCU started up its "performance insights hub" -- a unified dashboard for advertisers, which integrates data from third-party measurement firms.

This includes partnerships with VideoAmp, EDO (for cross-platform reach, and engagement spikes); MarketCast (brand appeal); Kochava and LiveRamp (viewing data connected with outcomes and identity); and Dynata (consumer sentiment).

In August 2025, a jury ruled in favor of HyphaMetrics in a high profile patent infringement lawsuit brought by Nielsen.

The previous month, HyphaMetrics struck a deal with Comscore for its "Unified Individual Media Metric," which provides person-level connected TV and streaming platforms data for the upcoming 2026/2027 upfront season.