With IBC 2021’s capitulation, Faultline’s radar rues the missed opportunity of picking up countless new company names showcasing potentially disruptive technologies, or in some cases reporting truthfully on products that are the very opposite of disruptive. Desperate to remedy that, our eyebrows raised at the name NeuroMedia Software landing in our inbox – announcing the launch of a new audience measurement analytics platform for media and entertainment. One would think, with a name like NeuroMedia, that the Belgium-based vendor would be taking some kind of neurological approach to audience measurement, to rub further salt in the wounds of the beleaguered old guard of viewer-counting services (Nielsen). Yet the new SaaS platform, called NeuroMedia Analytics, is geared more towards understanding audience…