A brand new media metrics agency is seeking to assist stalwarts like Nielsen and Comscore measure past simply households, offering viewing information right down to a person degree. 

Led by CEO and co-founder Joanna Drews, who hung out at Comscore and Michael Bologna, former Modi Media and Cadent exec, HyphaMetrics is launching with a $2 million funding from media, analysis and company executives.

HyphaMetrics’ mannequin seems to offer impartial viewing habits right down to the person degree that may be licensed to measurement giants in addition to TV networks, streaming platforms and advert businesses.

HyphaMetrics isn’t seeking to compete with Nielsen or Comscore, however fill within the gaps, says Bologna, who serves because the agency’s president and chief income officer.

The trade has lengthy seemed to addressable promoting—the flexibility to focus on right down to a family degree—because the holy grail. However the focus has shifted to measuring right down to the person degree.  

“We offer the segmentation and single-source Nielsen lacks; we fill that hole,” Bologna says, including the corporate will attempt to faucet Nielsen, Comscore, Samsung and the like as clients so as to add HyphaMetric’s information to theirs. He additionally notes that neither Nielsen or Comscore, or the set-top field makers, license their information; they as an alternative license information studies. HyphaMetrics will put its information instantly into clients’ methods.

The corporate is seeking to distribute its metered panel—the dimensions of an Apple TV field—in 5,000 households by the second quarter of subsequent yr. This is able to quantity to about 15,000 to twenty,000 units inside the house.

The field is related to the TV set with an HDMI cable and measures every thing watched, together with networks, packages, commercials, product placements, streaming apps and gaming, for ever machine within the family. Members are additionally given a wearable machine or key fob that may detect what they’re watching on their telephones and tablets.

HyphaMetrics is presently licensing its MobileMetrics product—which measures time spent in apps, simultaneous app utilization and multitasking metrics, amongst different issues, to the software program platform MadHive to tell their information science and machine studying.

Its ContentMetrics product, which understands in actual time who’s watching what content material and in what format inside a whole family, can be presently out there. For instance, it will possibly present the time spent watching “This Is Us” throughout dwell, recorded and streamed by way of platforms like Hulu and NBC’s Peacock.

Gerardo Lopez Zamudio, who has 20 years of expertise within the data know-how area, serves as co-founder and chief know-how officer of HyphaMetrics, and Chuck Shuttles, additionally previously of Comscore, is chief panel officer.