MediaScience
MediaScience is a b2B media research firm for ad, context and viewer measurement.
Analyst Perspective
MediaScience is a private B2B media research and advertising measurement company founded in 2008. It provides experimental testing, neurometric and behavioural measurement, qualitative research tooling, and simulated media environments to help advertisers, agencies, broadcasters, streaming platforms and media owners evaluate advertising effectiveness, product placements, contextual impact and viewer experience. The company makes money primarily through high-touch custom studies, managed research programmes and consulting-style engagements, with some software-style revenue from platform products such as Context Studio and HarkConnect. Its commercial focus is on clients that need evidence on how creative, ad formats, integrations and viewing contexts affect attention, recall, emotion and brand outcomes across TV, CTV, streaming, social and digital environments.
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Key insights about MediaScience
Category Differentiation
MediaScience is a media and advertising research company, not a DSP, SSP or media buying agency. It should also not be confused with general science media publishers or media monitoring firms.
MediaScience: About
MediaScience operates a hybrid research-services and software model. Its core value creation comes from designing and running controlled experiments, simulated media tests, in-home viewing studies and qualitative research workflows that generate actionable evidence for media owners, platforms, brands and agencies. Rather than functioning as a media seller or adtech execution platform, it is paid to measure, validate and improve advertising, content and viewer experience decisions.
How MediaScience Works & Monetises
Business model analysis and core revenue streams
The primary monetisation approach is project-based research fees for bespoke studies, managed testing programmes and custom experimental design, typically scoped by methodology, sample size, environment complexity and use of specialist tools such as eye tracking, EEG or in-home viewing setups. Secondary monetisation comes from software or platform access for products such as Context Studio and HarkConnect, which introduce SaaS-style licence or subscription economics. Additional revenue likely comes from consulting-led interpretation, reporting and strategic recommendations attached to studies.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (MediaScience)
The Viewer Experience Lab: FreeWheel spearheads a new viewer-focused initiative in partnership with MediaScience
Ensuring quality experience for viewers throughout the current array of advertising channels has become paramount in the increasingly competitive ad marketplace.
Read original sourceFreeWheel Automates Ad Breaks with MCP AI
FreeWheel has implemented a Model Context Protocol (MCP) server on top of its ad platform to let autonomous AI agents query campaign data and take actions without human dashboard workflows. PMG is piloting the system by connecting its operating system, Alli, to FreeWheel’s MCP server to monitor deal performance, inventory quality, pacing and act programmatically. FreeWheel’s Viewer Experience Lab — in a 700-viewer study with MediaScience — reported pods under two minutes double brand recall, consistent ad lengths lift viewer sentiment by 7%, and frequency caps of two to three exposures improve recognition and purchase intent. The IAB Tech Lab’s Agent Registry (also an MCP server) aims to enable discovery and interoperability among agents, multiplying the value of MCP-enabled systems across premium video.
Read original sourceAtmosphere TV Outperforms Linear for CTV OOH Attention
Atmosphere TV partnered with research firm MediaScience to run an eye‑tracking study in multi‑screen restaurant and bar environments, finding Atmosphere content captures more visual attention and stronger ad performance than linear TV. Key results include a 12% increase in visual attention overall, 53% more viewing time for Atmosphere’s ChiveTV segments versus ESPN, and higher perceived creativity and originality versus linear. Atmosphere reports a 141% year‑over‑year increase in direct sales and cites advertiser adoption across categories. The study also found Atmosphere ads delivered a 25% higher ad/brand recall than linear TV, adding Atmosphere to linear campaigns produced a 41% lift in brand recall (and a directional 14% lift in purchase intent), and custom ad units boosted brand recognition by 62%.
Read original sourceMediaScience: Frequently Asked Questions
What is MediaScience?
MediaScience is a private B2B media research company that measures advertising, context, product placement and viewer experience using experimental and behavioural methods.
Who uses MediaScience?
Its users are broadcasters, streaming platforms, advertisers, agencies, researchers, media planners and brand insight teams.
How does MediaScience make money?
It mainly earns revenue from bespoke research projects and managed measurement programmes, with additional software-style income from selected platform products.
Company Facts
- Founded
- 2008
- Core Segment
- AdTech Vendor
- Company Size
- 10–49
- Official Link
- mediascience.com