It is thought that ComScore’s relationship with the media investment management group was previously limited to select markets in the region, but Research was awaiting confirmation of this at the time of publication.

Will Hodgman (pictured), the research firm’s executive vice president with responsibility for Asia Pacific, said the expanded agreement with GroupM “underscores the growing importance of accurate online measurement for digital media accountability in this region of the world”.

GroupM is the parent company for WPP media agencies including Maxus, MediaCom, Mediaedge:cia and MindShare.

Update: Sarah Radwanick, a marketing communications analyst at ComScore, has been in touch to clarify the relationship between ComScore and GroupM. She said: “GroupM Asia was previously buying some Asia Pac countries for some of their networks. With this agreement, GroupM is buying all Asia Pac countries for all of their media networks.”