In an era of fragmented media landscapes and siloed data, HyphaMetrics, an independent media measurement company, is making waves with its groundbreaking UNIe (Unified Neuromedia Identification Engine) system. UNIe utilizes artificial intelligence and machine learning to capture the complete TV omnichannel experience in real-time, providing a holistic understanding of media consumption. Recently issued a U.S. patent for its innovative cross-platform measurement system, HyphaMetrics is transforming the way advertisers, content creators, and marketers measure and analyze media performance.
Joanna Drews: A Visionary Leader at the Helm
At the forefront of HyphaMetrics is Joanna Drews, the co-founder and CEO, who brings a wealth of experience in product management and research. With a background as the former director of product management/emerging assets at Comscore, Inc. and a partner at WPP/GroupM’s industry-leading research practice, Drews is a seasoned expert in the field. As the measurement working group co-chair for AdLedger and client advisory board member for Captify, she is well-versed in the challenges and opportunities of the media measurement landscape.
Drews envisions a future where media measurement transcends the limitations of walled gardens and disparate silos. She believes in the power of UNIe to provide a true cross-platform, single-source metric, stating, “We’re able to measure across all the walled gardens, across all the various silos. What that produces is a true cross-platform single-source metric.”
UNIe: Capturing the Full Spectrum of Media Consumption
UNIe stands as a testament to HyphaMetrics’ commitment to comprehensive measurement. Leveraging proprietary and patented software, UNIe captures every facet of the TV cross-media experience, including all content, advertising, product placement, and brand sponsorship. With a limitless approach that covers premium and user-generated content, gaming, CTV programming, linear, OTA, on-demand, and more, UNIe ensures no aspect of media consumption goes unnoticed.
The intricate layers of algorithms in UNIe passively measure the user journey, analyzing the source, platform, program, and content. By understanding how media appears on the screen and tracing its origin, UNIe provides immediate insights into the media viewed, including the platform and source. The system’s adaptability enables it to cater to different viewing scenarios and ensure 100% definitive data collection, regardless of the source or device.
One of the key advantages of UNIe lies in its ability to deliver clear and consistent messaging across all channels. By understanding how individuals navigate the multi-faceted video viewing environment, UNIe equips stakeholders with the data necessary to accurately value and distribute their messaging. Drews emphasizes the importance of this understanding, stating, “Doing so is impossible without a clear understanding of how individuals navigate the entirety of today’s fluid movement of video across screens, platforms, and devices.”
The shift from single-channel to omnichannel marketing has significant implications for customer retention and targeted interactions. Drews highlights the seamless experience that cross-media marketing provides, ensuring the delivery of relevant messages in the right place at the right time. By integrating diverse channels and reporting across walled gardens, marketers can cater to diverse preferences and enhance user experiences.
The Power of Unified Data
Storing data in a centralized location offers numerous advantages over traditional data silos. By unifying historically fragmented spheres of measurement, HyphaMetrics’ matchkey enables the integration of disparate data sources, creating a holistic reflection of human behaviors. This matchkey activates an interoperable future, fostering communication and collaboration across the media landscape.
UNIe is designed to solve the persistent measurement problems plaguing the industry. While current approaches to measurement often overlook dynamic, personalized, cross-media experiences, UNIe measures every detail of the full user journey. Its data serves as a matchkey, linking together data sets from various sources and creating a comprehensive behavioral reflection.
HyphaMetrics acknowledges the evolving nature of media consumption and ensures that UNIe exhibits flexibility to meet future challenges. As society’s behaviors shift, UNIe’s adaptive and agile technology will continuously optimize and adapt to capture emerging viewing patterns and preferences.
HyphaMetrics’ UNIe has already demonstrated its effectiveness through successful implementations. The proprietary hardware and software power a panel that provides definitive measurement of an individual’s exposure to content, advertising, product placement, and brand sponsorship across all devices in the home. These case studies offer unique insights that were previously unavailable through other data collection methods.
The Future of Media Measurement
HyphaMetrics and its visionary leader, Joanna Drews, are leading the charge in revolutionizing media measurement. With the UNIe system, they offer a comprehensive understanding of cross-platform consumption that transcends traditional limitations. By capturing the complete TV omnichannel experience, UNIe empowers advertisers, content creators, and marketers with actionable insights to optimize their strategies and deliver relevant messaging.
As the industry moves towards a unified and interoperable future, HyphaMetrics’ UNIe serves as a vital tool for bridging fragmentation and unlocking the full potential of media measurement. By embracing a cross-media approach and leveraging advanced technologies, companies can gain a competitive edge in understanding and engaging with audiences across diverse platforms and channels.
With the era of siloed data and fragmented media landscapes coming to an end, HyphaMetrics and its groundbreaking UNIe system pave the way for a new era of comprehensive media measurement—an era where every aspect of media consumption is captured, analyzed, and harnessed for informed decision-making.
