Millward Brown and comScore form brand and behaviour partnership

The partnership includes all markets outside the US, Canada and Taiwan, and will see the two companies combine their metrics: comScore’s Campaign Essentials audience metrics and Action Lift consumer behaviour measurement, and Millward Brown’s Brand Lift brand metrics.

The combination is intended to help marketers to determine the value of a validated impression across all digital platforms.

“Advertisers need a comprehensive view of digital effectiveness from delivery through to impact and this partnership will enable us to provide that globally with immediate effect,” said Duncan Southgate, global brand director, Digital at Millward Brown.