Mediaprobe

About Mediaprobe

Mediaprobe provides a media measurement platform that quantifies audience emotional engagement with content and advertising through biometric data. The company was founded in 2016 as Mindprober in Porto, Portugal, by Pedro Almeida and Nuno Dias. It rebranded to Mediaprobe in June 2023 to better reflect its focus on next-generation media measurement beyond its consumer neuroscience origins. The founder and CEO, Pedro Almeida, has a background that merges cognitive and affective neuroscience with market research. He holds a PhD in Psychology and was a professor and researcher at the University of Porto, with expertise in the electrophysiology of emotional processing. This academic and research foundation in psychophysiology, combined with co-founder and CTO Nuno Dias's technical leadership, underpins the company's core technology. Mediaprobe's core offering is its platform that delivers an "Emotional Impact Score" (EIS) by analyzing physiological data from audiences in their natural viewing environments, such as their homes. The company has built a proprietary panel of consumers, called the MPanel, who use a handheld sensor to capture their second-by-second Galvanic Skin Response (GSR) while watching or listening to media. GSR, a measure of electrodermal activity, is a scientifically validated indicator of emotional activation and attention. This implicit data is synchronized with the media content and can be combined with explicit feedback, like 'likes' and 'dislikes', submitted via a companion mobile app. The collected data is processed through machine learning and presented on an analytics dashboard, allowing clients to receive insights at scale and speed. This moves biometric testing from a traditional laboratory setting to a scalable, real-world solution. Clients, which include media owners, content creators, sports leagues, and brands, use these insights to optimize content, improve ad placement and effectiveness, and maximize the value of sponsorships. For instance, the platform helps determine the best moments to insert ad breaks or activate sponsorships based on peak audience engagement. The business operates in the research technology (ResTech) and media analytics market.