Software platform MadHive has attracted broadcast media companies such as FOX, TEGNA and The E.W. Scripps Co., which have elected to go with the tech company to power their linear reach extension offerings.
Now, MadHive has announced it will be the first partner to license “the only cross-screen and cross-walled garden dataset” in the U.S.
It’s the result of a pact between MadHive and HyphaMetrics, and allows MadHive to license HyphaMetrics’ panel data. This, MadHive says, gives its customers exclusive access to “robust cross-screen insights, allowing them to seamlessly prove the value of their campaigns.”
MadHive CEO Adam Helfgott explains, “Advertisers today are struggling to understand the impact of their omnichannel campaigns. In order to be effective, device graphs need a powerful, privacy-friendly source of truth to validate their assumptions. Madhive sanity checks our device graph of 100 million households against Hypha’s validated truth set of media consumers daily in order to provide the most accurate campaign planning and performance insights across channels, devices, and individuals.”
The HyphaMetrics panel covers connected devices universally used among consumers.
As MadHive sees it, the partnership will give its advertiser and broadcaster clients access to real time data about who is watching what content and in what format they’ve chosen to view it in — live, time-shifted, or streaming.
Individual viewing data across every network, program, advertisement, product placement, streaming app, gaming environment for every device in the household will also come from the partnership, as will granular data identifying time spent in apps, simultaneous app usage, multitasking metrics, and more across mobile media environments.
HyphaMetrics CEO Joanna Drews notes, “Panels play an integral role in the media ecosystem, but legacy measurement approaches were not built to solve for the fragmentation and technical complexities that come with modern viewing behaviors. HyphaMetric’s patented approach to cross-platform, person-level measurement was built from the ground up to provide a holistic understanding of who is watching what, when and how – covering all aspects of the modern viewing environment including video gaming, secondary device usage, and walled gardens.”