MadHive, the enterprise software platform that powers modern media, has announced it will be the first partner to license HyphaMetrics’ panel data, a cross-screen and cross-walled garden dataset in the ecosystem. Combining MadHive’s proprietary OTT-first device graph with Hypha’s panel data gives MadHive customers exclusive access to robust cross-screen insights, allowing them to seamlessly prove the value of their campaigns.
“Advertisers today are struggling to understand the impact of their omnichannel campaigns,” said Adam Helfgott, CEO at MadHive. “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.”
“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 behaviours.” added Joanna Drews, Chief Executive Officer at HyphaMetrics. “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.”