comScore, Kantar to develop cross-media ad measurement

DetailsMichelle Clancy | 13 February 2015

comScore has announced a strategic alliance with WPP's data investment management division, Kantar.

The alliance, which covers territories outside the US, establishes a framework for cross-media audience and advertising campaign measurement capabilities.

The alliance follows the announcement of the intended acquisition by WPP of a substantial equity stake in comScore ó somewhere between 15% and 20%.

comScore will also acquire the assets of Kantar's Internet audience measurement businesses in certain European markets.

"This long-term, strategic alliance will simplify the deployment of global measurement capabilities and accelerate the creation of new services for the industry," said comScore CEO Serge Matta.

"The emerging mediascape points to a massive global opportunity waiting to be unlocked by cracking the code on cross-media audience and campaign measurement. We look forward to working together with Kantar to deliver new measurement products based on our complementary offerings in these markets."

Kantar CEO Eric Salama added, "By partnering with comScore and combining our respective strengths, we will integrate data and expertise to give our clients a new standard in measuring audiences and campaigns across multiple platforms. This continues our strategy of combining survey, panel and census data and putting digital at the heart of all we do."