AdExchanger: Whats distinct about your approach?
JOANNA DREWS: One of the main things that makes us various from Comscore or Nielsen or any walled garden or data platform out there is that, unlike them, we put our data into a marketplace so that everyone can access it.
Its our belief that the data wars will continue and it will only get more difficult to understand how individuals take in media. Everybody ought to have the ability to speak the very same language when it comes to data.
What are the battle lines in the information wars?
Its TV versus digital and understanding the convergence in between the information sets. What do habits appear like from a cross-platform perspective?
However its also about comprehending the entire omnichannel experience, from television and linear to streaming and video gaming, regardless of whether somebody is utilizing a set-top box or an antenna.
How do you prevent being a black box?
Our technology is a non-intrusive media player that works as an intermediary between the TV and all the secondary devices in a house, and we get permission from the family.
The result is what we call zero-party data. Its a layer much deeper than first-party information and measures the minute of direct exposure to media, advertisements, product placements or material. This enables us to be a source of reality for the market, like a common language.
How do you ensure information quality and accuracy?
In 2 ways. Initially, individuals in our panel go through a rigorous recruitment process. We use sample surveys, however we also validate whatever, consisting of group and ethnographic information.
Then we use computer system vision and optical character recognition so we can comprehend whats happening on the glass. Its fed through a device learning algorithm and parsed by source. If youre enjoying television on your Apple TV versus a set-top box versus playing a computer game, we apply a various set of guidelines to attend to different viewing environments.
We do not listen to audio snippets or make inferences, like, “Oh, this is Seinfeld, season 3, episode 6, so it could have been playing on any among these 3 apps.”
Does the meaning of a panel need to change as new information sets can be found in?
Due to the fact that of the increase in consumer-facing products, panels are altering. Its great for scale– a panel can never provide that [scale] However our devices remain in the family, so we understand who is resting on the sofa.
We take an old-school technique to panels. They need to be representative of the US population, appropriately dispersed throughout the country and match back to United States census information– there are no faster ways.
Traditional … but what about the blockchain connection? Youre likewise the measurement chair of AdLedger.
Were part of AdLedger [an independent nonprofit consortium structure open-source technical specs for applying blockchain and cryptography to advertising and media] and we just recently composed about pairing panels with blockchain and cryptography.
We currently use CryptoRTB [an open-source protocol that relies on the blockchain to confirm media transactions and identity in the supply chain] to power our authorizations and provide access to our panel data. Using cryptography, I believe we can get to a world where anybody can be a ratings service provider.
Mentioning the still-dominant ratings company, however, what do you think about Nielsens recent struggles?
There are a lot of reasons this occurred: fragmentation, modifications in buying habits and media consumption and, of course, growing frustration on both the sell and the buy side for several years. Were at a point of inflection, and the market is responding. Thats why ViacomCBS is utilizing VideoAmp and NBCU put out its RFP.
Currency suppliers of the future will not be the most powerful black box in town. Well see a more democratized scenario with multiple data gamers and suppliers to assist brand names satisfy particular goals. Were currently seeing sellers and purchasers moving in that direction.
One year from now, is Nielsen still the main currency for TV and video?
A year from now, well see more of the exact same. Nielsen isnt going anywhere, and companies like VideoAmp will make more announcements.
What Im curious about is 3 to 5 years from now– by then we might see an extreme change. Im not sure who will lead it or if well have multiple currencies, however I do understand that modification is coming. Things are going to get extremely fascinating.
This interview has been edited and condensed.

The outcome is what we call zero-party information. Its a layer much deeper than first-party data and measures the moment of exposure to media, ads, item placements or material. The people in our panel go through a strenuous recruitment procedure. Panels are altering because of the increase in consumer-facing items. Well see a more democratized situation with several information players and suppliers to assist brand names satisfy particular objectives.

Nielsens panel issues suggest alternative measurement suppliers are having their minute.
” Were getting a lot of inbounds,” stated Joanna Drews, CEO and co-founder of HyphaMetrics, a measurement startup that launched last year and now has a panel thats working to scale to 5,000 houses and roughly 15,000 gadgets.
But the current wave of interest in brand-new cross-media measurement methods has to do with more than Nielsen undercounting audiences throughout the pandemic or the reality it lost its Media Rating Council accreditation for regional and nationwide television measurement in late August as a result.
” The buy side and the sell side have actually both been investing to better understand consumer habits, since the options they have arent supplying the information needed to make the ideal company choices,” Drews said. “The pandemic added fuel to the fire– however the disappointment was brewing for several years.”
HyphaMetrics tracks person-level media usage across gadgets through a piece of hardware it calls the coreMeter, which is a box that works as a center for HDMI feeds originating from television sets, set-top boxes and video gaming consoles. The coreMeter uses an exclusive measurement method to examine each feed, consisting of IP traffic on the router, which HyphaMetrics in turn uses to create metrics, such as whos enjoying what material in real time and a deduplicated view of consumption for individuals in a family throughout gadgets.
Drews, a Comscore and GroupM vet, founded HyphaMetrics in November 2020 with $2 million in pre-seed financing. Former GroupM colleague Michael Bologna now serves as the businesss president and CRO.
In mid-October, HyphaMetrics struck a collaboration to incorporate its panel information into VideoAmps measurement solution.
Drews spoke to AdExchanger.