Measurement firm comScore announced a strategic partnership with WPP-owned Kantar, “a tie-up intended to improve the companies’ cross-platform audience and ad campaign measurement capabilities in non-U.S. markets”, reported the Wall Street Journal.
As part of the deal, WPP will take an equity stake in Reston-based comScore of between 15-20%, continued the WSJ report, which also stated:
“According to comScore Chief Executive Serge Matta, the deal is intended to combine comScore’s strength in online measurement with Kantar’s TV assets in markets such as those across Europe. He described “a massive global opportunity waiting to be unlocked by cracking the code on cross-media audience and campaign measurement.”
“The partnership will have little consequence in the U.S., however, where Kantar’s TV measurement capabilities are limited.”