MadHive Announces Licensing Deal For HyphaMetrics Panel Data

Enterprise software platform MadHive said today that it will be the first partner to license HyphaMetrics’ panel data, “the only cross-screen and cross-walled garden dataset in the ecosystem.” It added that “combining MadHive’s proprietary OTT-first device graph with Hypha’s powerful panel data gives MadHive customers exclusive access to robust cross-screen insights, allowing them to seamlessly […]

CIMM Launches Pilot To Understand Time Spent Across ‘Every’ TV Platform

The Coalition for Innovative Media Measurement (CIMM), a division of the Advertising Research Foundation, this morning said it is launching new research to “better understand how time is spent across every platform available on TVs today.” The initiative, dubbed the “Passive TV Measurement Study,” will explicitly look at how American consumers spend time with linear TV as well as OTT (over-the-top internet-connected) devices, smart TV apps and video game consoles.