ComScore, which is set to sell ‘a substantial’ amount of equity to marketing services network WPP, has formed a strategic alliance with Kantar outside of the US, which will see the two combine their products, data assets, technology, research and relationships.
ComScore will issue 4.45 per cent of its shares in exchange for the benefits of the alliance, while WPP will purchase another 15 per cent of the company’s shares, meaning the network will own just under 20% stakes, upon completion of the deal.
Serge Matta, chief executive of ComScore, said that the alliance with Kantar would allow for the deployment and creation of new services across 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,” explained Matta. “We look forward to working together with Kantar to deliver new measurement products based on our complementary offerings in these markets.”
Eric Salama, chief executive of Kantar claimed that the strengths of both businesses combined would allow it to integrate data and expertise to deliver “a new standard” in campaign and audience measurement for clients across several platforms.
“This continues our strategy of combining survey, panel and census data and putting digital at the heart of all we do,” he added.
Kantar’s 12 specialist companies will feed into the alliance, WPP stated, including its employee network of 30,000 individuals working across 100 countries.