Metadata in Motion: Redefining TV Measurement

By Fariba Zamaniyan, Global VP, Data Monetization, TiVo 

The media industry is undergoing seismic shifts. Traditional measurement methods, held as the gold standard, have shown cracks. In today’s fragmented, multi-touch ecosystem, that simply isn’t good enough. 

At the recent Metadata in Motion session at the CIMM Summit 2025, I spoke with Joanna Drews, Co-founder & CEO of HyphaMetrics, about how metadata, AI, and interoperability are shaping the next era of TV measurement. Here are some of the top insights: 

1. The industry’s foundation needs repair.
   Measurement systems built on decades-old technology no longer reflect real consumer experiences. Without accurate, interoperable data, decision-making is risky, and progress hasn’t kept up with the rate of change in consumer behavior. 
2. The ‘unmeasurables’ can now be captured.
   HyphaMetrics’s approach is to eliminate the gaps by using AI-powered systems that track exposures second by second across devices and viewing sessions through a household panel. No more blind spots. 
3. Metadata is the missing link.
   At TiVo, we believe viewership data tells us how much people watch, but video metadata reveals the contextual underbelly of viewership defining what they watch, where, and on which platform. With content crossing multiple services, the metadata lens through independent providers like TiVo—is critical to attributing viewership comprehensively and accurately. 
4. AI turbocharges panels.
   Forget “horse and buggy” measurement. AI accelerates metadata into motion by enabling faster content recognition, more precise presence detection, and greater cost-effectiveness. 
5. Interoperability is the future.
   Partnerships with industry players are creating a “common language” for measurement, ensuring that brands, programmers, and platforms can all leverage the same data foundation in their own models and products. 
6. Privacy, Transparency, and Trust are Non-Negotiable
   Measurement isn’t just about technology; it’s also about people. As consumers become more aware of how their data is used, trust becomes a cornerstone of sustainable measurement. HyphaMetrics’s zero-party data approach and TiVo’s independence in video metadata collection both underscore the importance of objectivity, neutrality, and transparency. By keeping quality and integrity front and center, we can build measurement systems that are optimized based on accuracy and completeness. 

Looking Ahead

The next two to three years will be turbulent, but also transformative. With collective focus on interoperability, the power of video metadata, and AI-driven insights, the industry has a real opportunity to achieve a more connected, transparent, and future-proof measurement ecosystem.