comScore and Kantar Media Partnership Kicks Off

comScore and Kantar Media are rolling out their first joint offering for cross-media audience measurement, to key clients.

The partnership was announced in February, with Kantar parent WPP taking a stake in comScore, while comScore acquired a number of Kantar's Internet audience measurement assets in Europe. At the time, the pair announced they would be combining their products, technology, data assets, research panels and relationships in order to provide cross-media audience and campaign measurement capabilities.

The companies have drawn up a roadmap with a range of options based on integrating measurement assets and techniques, including the combination of TV measurement and multi-platform online measurement for a complete view of media usage. They have also developed an integrated tagging approach for web, video and app measurement, allowing data sharing with explicit client permission but without duplicating implementations.

Based on feedback from clients and industry committees, Spain has been identified as the pilot market, with initial findings expected later this year. Serge Matta, CEO of comScore said customer response to the partnership had been 'extremely positive', while Kantar Media CEO & Chairman Andy Brown says the two firms are pleased with the progress made on integrated approaches by their research and technical teams.

Web sites: www.comscore.com and www.kantarmedia.com .