AdExchanger Measuring The Unmeasurable, With HyphaMetrics Founder Joanna Drews
Sep 9, 2025
Joanna Drews, CEO of HyphaMetrics, navigates the complex world of media measurement and shares her journey from market research to leading a groundbreaking startup. She opens up about her legal battle with Nielsen and the impact of their recent jury trial win. Joanna passionately discusses the importance of understanding market research panels and transforming unmeasurable data into actionable insights. Additionally, she highlights the collaborations that bolster data accuracy and reflect on the resilience needed to thrive in a competitive landscape.
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How Joanna Became A Phish Superfan
- Joanna became a diehard Phish fan after attending a single show and now sees them every New Year's Eve.
- She has attended about 15–20 shows and values the community and endless jams.
What 'Panel' Actually Means
- A true panel is a recruited, statistically reflective group of people used to analyze behaviors.
- Technology differentiates panels by dictating what behaviors that panel can accurately measure.
Footprints Vs. Panels
- A CTV footprint is device distribution across households, not a recruited reflective sample.
- Footprints are valuable but lack the analytical rigor required to be called a panel.