By Seb Joseph

Kantar and ComScore have formed a tie-up which will seem them launch their first joint offering for cross-audience measurement for key clients.

The incoming service is the first to come from the strategic alliance between the two measurement firms unveiled earlier this year. The union pools Kantar’s TV credentials with ComScore’s online equivalent to provide a more robust measurement scheme for advertisers.

Both companies have developed the framework to distill a range of reporting scopes and the options of available measurement techniques including panels, meters, tagging, home routers, return path data and census profiles. It amounts to an integrated tagging approach, allowing Read full story ›

Source: The Drum