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RESTON, Va. - Comscore (NASDAQ:SCOR), a media measurement and analytics company with annual revenue of $355 million, announced Tuesday a multi-year partnership with data company HyphaMetrics to expand its cross-platform measurement capabilities, particularly for connected TV (CTV) content. The announcement comes as SCOR’s stock shows signs of momentum, posting a nearly 10% gain over the past week, according to InvestingPro data.
The collaboration aims to introduce new CTV program-level reporting and deliver more granular insights for the programmatic streaming landscape, according to a press release from the audience measurement firm. While Comscore maintains a moderate debt level and operates with Fair financial health based on InvestingPro’s comprehensive analysis, the company faces near-term challenges with short-term obligations exceeding liquid assets.
The partnership will enhance Comscore’s personification methodology by incorporating HyphaMetrics’ "Unified Individual Media Metric," which provides a unified view of audience behavior across screens and streaming platforms within households.
This integration will include deterministic data on viewers per household and person-level co-viewing insights across devices, potentially enabling more precise measurement across subscription video-on-demand (SVOD), advertising-based video-on-demand (AVOD), and free ad-supported streaming TV (FAST) channels.
"We’ve been impressed with the sophistication of HyphaMetrics’s data, which is designed to accurately measure the totality of audiences across platforms," said Steve Bagdasarian, Chief Commercial Officer at Comscore.
Joanna Drews, CEO of HyphaMetrics, added that both companies are "deeply committed to helping publishers accurately value their content and to giving advertisers the clearest view possible of their ad exposures."
The companies indicated that the partnership is being developed to deliver enhanced insights in time for the 2026/2027 upfront advertising season.
HyphaMetrics’ measurement platform is powered by its patented Unified Neuromedia Identification Engine that captures content consumption patterns across multiple platforms including video, gaming, and social activities.
In other recent news, Comscore reported its financial results for the first quarter of 2025, revealing a slight decline in total revenue, which stood at $85.7 million, marking a 1.3% decrease year-over-year. Despite the overall decline, the company experienced significant growth in its cross-platform and movies business segments, with cross-platform revenue increasing by 20.5% year-over-year. Comscore has maintained its full-year revenue guidance at the lower end of the $360-$370 million range. In a separate development, Jefferies analysts lowered the price target for Comscore stock from $6.25 to $5.00, while maintaining a Hold rating. This adjustment reflects a revised macroeconomic outlook and decreased revenue and earnings projections for Comscore. Comscore also announced a partnership with Adelaide and PubMatic to enhance programmatic advertising efficiency by integrating Adelaide’s attention-based metrics. This collaboration aims to improve ad targeting by leveraging high-quality inventory and maximizing campaign engagement.
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