ComScore has formed a strategic alliance with Kantar outside of the US, in a financial deal that will see the two combine their products, data assets, technology, research and relationships.
ComScore will issue 4.45% of its shares in exchange for the benefits of the alliance, while WPP will purchase another 15% of the company’s shares, meaning the network will own just under a fifth upon completion of the deal.
comScore will partner with Kantar and its operating businesses on cross-media audience and campaign measurement in non-U.S. markets.
comScore will also acquire the assets of Kantar’s Internet audience measurement businesses in certain European markets. In these markets, Kantar and comScore will continue to provide the same level of seamless integration and data services.
“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. “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 commented, “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.”