The multi-year agreement aims to provide greater granularity to CTV programme-level reporting, with the data partnership and technology integration aiming to expand Comscore’s cross-platform measurement capabilities.

The partnership will support Comscore’s industry personification methodology by using HyphaMetrics’ ‘Unified Individual Media Metric’, which provides a unified view of audience behaviour across screens and streaming platform within a household, including deterministic viewers-per-viewing-household data and person-level co-viewing insights across devices.

Comscore and HyphaMetrics said that agreement would support programme-level measurement across subscription video-on-demand (SVOD), advertising-based video-on-demand (AVOD) and free ad-supported streaming television (FAST) channels.

The partnership is also expected to expand Comscore’s cross-platform solutions, adding new intelligence for its cross-platform content reporting .

Steve Bagdasarian, chief commercial officer at Comscore, said: “We believe the data partnership we have forged will be an added advantage for Comscore clients looking for the most accurate and holistic viewing measurement and campaign optimisation insights in the market.”

“HyphaMetrics and Comscore are both deeply committed to helping publishers accurately value their content and to giving advertisers the clearest view possible of their ad exposures, making this data partnership a natural fit,” said Joanna Drews, chief executive at HyphaMetrics.

“We look forward to deepening our relationship with Comscore on behalf of buyers and sellers looking for the most accurate measurement of their assets.”