Former GroupM, Comscore Execs Start Media Measurement Firm HyphaMetrics

Former GroupM and Comscore executives -- Michael Bologna and Joanna Drews -- are starting a media metrics company, HyphaMetrics, using a proprietary panel of 5,000 homes.

The company, which has a $2 million early-round investment, looks to track all TV screens and devices into a single-source data stream for licensing …

3 comments about "Former GroupM, Comscore Execs Start Media Measurement Firm HyphaMetrics".
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  1. Ed Papazian from Media Dynamics Inc, November 2, 2020 at 5:28 p.m.

    I wish them the best---but I suspect that it will not be "viewing" but device or TV set usage that their panel measures. Hope I'm wrong.  There's nothing like striking out on your own, however---as I learned many years ago when I founded my own company---actually five of them. I hope they succeed and shed new light on electronic media audience patterns. We need all the help we can get.

  2. Chuck Shuttles from HyphaMetrics replied, November 4, 2020 at 12:24 p.m.

    It is in fact viewing that we are focused on and not just device-delivery.  Our measure of a viewer is based on proximity to any TV set while SIMULTANEOUSLY measuring digital devices usage. We believe that this single-source measure of both TV AND digital gives a much richer understanding of media usage of the modern "viewer" (e.g., any teen / Millennial with football on TV, fantasy stats on a tablet, and mobile game on a smartphone).

  3. Joshua Chasin from VideoAmp, November 11, 2020 at 9:37 a.m.

    Congratulations JD, Chuck, Gerardo and Michael. Love watching you guys get up and running. 

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