Kantar and comScore expand behavioural data partnership to North America
Kantar and comScore today announced the expansion of their behavioural data partnership to cover the North American market. Building on the partnership announced in early 2015, the companies will leverage their combined and complementary strengths in multi-screen consumer panels, media insights and brand performance to benefit marketers, agencies and media companies.
As part of the expanded partnership, Kantar will transition certain clients and employees from its Millward Brown Digital Intelligence unit (formerly Compete) to comScore’s Custom Research division, and comScore will make its comprehensive digital behavioural data available, via licence, to Kantar companies.
This move builds on cooperative offers which have been launched outside the US in the areas of brand lift and cross-media measurement.
“Our two organizations have been collaborating in international markets since early last year and our partnership in North America builds on that progress,” said Serge Matta, CEO of comScore. “As comScore continues to expand its cross-platform and mobile measurement capabilities, we look forward to welcoming new talent and clients to our organization and to making our data assets available across Kantar.”
“By leveraging the strengths of both organizations, clients will now have access to the most comprehensive digital effectiveness and behavioural solutions in the industry,” said Eric Salama, CEO of Kantar. “We are confident that our Intelligence clients and employees will continue to thrive as part of comScore, and we are excited to partner with comScore to strengthen and expand our media and digital effectiveness business, and create pioneering brand performance solutions for our clients.”
Since February 2015, comScore and Kantar have brought together their expertise in technology and their complementary data assets and consumer panels to develop world-class solutions in cross-media audience and campaign measurement, brand measurement and sales effectiveness. With a number of joint offerings already launched and several planned, the companies are focused on creating a new standard in measuring cross-platform audiences, brand strength and campaign ROI.