Xperi’s connected television platform TiVo has announced a new partnership with HyphaMetrics aimed at advancing cross-platform media measurement by combining schedule metadata with person-level viewing data from Hypha’s UNIeVista system.
The integration will bring TiVo’s schedule metadata and program taxonomies into Hypha’s UNIeVista panel, which tracks every type of in-home media consumption, including linear television, streaming, gaming and user-generated content. The goal is to create a standardized foundation for how media exposure is measured and valued across platforms.
“We’re thrilled to partner with TiVo on this milestone step towards a connected future for the entire media ecosystem,” Joanna Drews, the co-Founder and CEO of HyphaMetrics, said in a statement. “Hypha is focused on establishing consistent data standards, offering all media ecosystem participants access to reliable, person-level insights. TiVo’s leadership in this effort is helping to democratize media measurement, and is an important step towards building a marketplace that truly reflects the diversity and nuance of modern media viewing behavior.”
HyphaMetrics positions itself as a next-generation Data-as-a-Service company, offering reporting that can be integrated by measurement providers, advertisers and publishers. The company emphasizes interoperability of its system as a key advantage for building new measurement standards.
TiVo provides schedule metadata that is widely used across the media and entertainment industry. By layering that data into UNIeVista, both companies say the partnership will provide greater precision in how viewing behavior is categorized and analyzed.
“HyphaMetrics is an instrumental player in the industry effort to deliver effective cross-platform measurement solutions,” said Fariba Zamaniyan, the Vice President of Global Data Monetization at TiVo. “By combining our robust schedule and video metadata with HyphaMetric’s UNIeVista measurement system, we can offer precision and efficiency that comes with the interoperability of our taxonomies across the ecosystem. We’re excited to combine forces to realize our shared vision for the future of the connected media landscape that will continue to unlock standardization through innovation.”
HyphaMetrics says its technology uses artificial intelligence and machine learning to evaluate advertising and content performance for executives overseeing programming, ads, sponsorships and product placement. The company frames its mission as providing a unified, objective standard for measuring media at the individual level, while offering cost efficiency and scale to brands, agencies and publishers.
TiVo, best known as an early innovator in digital video recorders, has shifted in recent years toward providing metadata and content discovery tools for consumers and media companies. It offers aggregated access to programming across live TV, streaming services and apps, while also licensing its technology to studios, networks and advertisers looking to increase viewer engagement.
