HyphaMetrics will measure individuals’ exposure to media as single-source data streams, generating data on all platforms, including linear TV, streaming devices and mobile apps, and making it available for licensing.

The company is led by co-founder and chief executive Joanna Drews, formerly of Comscore and GroupM’s research practice and president and chief revenue officer Michael Bologna, former president of Modi Media and one2one Media.

Two data streams have been launched initially – one covering who is watching what content and in what format within a household, and one tracking data across mobile media environments.

The business also plans to launch its panel data, ‘ClearviewMetrics’, in the second quarter of 2021, measuring unduplicated viewing data at individual level across all devices in a household. The panel technology will cover 5,000 households.  

Also on the company’s executive team is co-founder and chief technical officer Gerardo López Zamudio, most recently chief information officer at global credit ratings agency HR Ratings de México.

Chuck Shuttles, previously vice-president of panel science at Comscore, will serve as HyphaMetrics’ chief panel officer.