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:  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. 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…