The alliance, covering territories outside the US, establishes a framework for the parties to combine their products, technology, data assets, research panels and relationships. comScore will also acquire the assets of Kantar’s internet audience measurement businesses in certain European markets.

Under the terms of the agreement, comScore will issue 4.45% in shares in exchange for the benefits of the strategic alliance and acquisition of certain European internet audience measurement assets. Through a combination of new shares, primary issuance by comScore and the tender offer ($46.13 ), WPP will own a total stake in comScore of between 15-20%.

The transaction is expected to be completed in the second quarter of 2015.

“By partnering with comScore and combining our respective strengths, we will integrate data and expertise to give our clients a new standard in measuring audiences and campaigns across multiple platforms,” said Kantar CEO, Eric Salama (pictured). “This continues our strategy of combining survey, panel and census data and putting digital at the heart of all we do.”