February 12, 2015 Last Updated 4:12 pm

comScore and Kantar to team up on cross-media audience and campaign measurement in markets outside the U.S.

The digital audience measurement company comScore today announced that it had entered in an alliance with WPP’s data investment management division, Kantar. The announcement of the alliance follows word of the intended acquisition by WPP of an equity stake up to 15.45 percent in comScore.

comScore-InccomScore will now partner with Kantar on cross-media audience and campaign measurement markets outside the U.S. and 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. The emerging mediascape points to a massive global opportunity waiting to be unlocked by cracking the code on cross-media audience and campaign measurement,” said comScore CEO Serge Matta.

“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,” said Kantar CEO Eric Salama. “This continues our strategy of combining survey, panel and census data and putting digital at the heart of all we do.”

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