ComScore and WPP-owned data management agency Kantar are teaming up in Canada and other countries outside of the U.S.

The deal will see comScore partner with Kantar and its operating businesses on cross-media audience and campaign measurement. As part of the deal, comScore will also acquire the assets of Kantar’s internet audience measurement operations  in some European markets.

Brent Bernie, president, comScore Canada, says his team will be looking to take advantage of the new partnership relatively quickly, adding the deal will result in positive impacts for Canada in 2015.

“This long-term, strategic alliance will simplify the deployment of global measurement capabilities and accelerate the creation of new services for the industry,” said Serge Matta, CEO, comScore in a release. “The emerging mediascape points to a massive global opportunity waiting to be unlocked by cracking the code on cross-media audience and campaign measurement.”

Also announced this morning was news that WPP intends to purchase a 15-20% stake in comScore. The deal, which is pending regulatory approval, is expected to close in the second quarter of this year.

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