comScore announced that it has completed a merger with Rentrak and that the two are now one as the “new comScore”.

What does this mean? According to comScore, it means “a new model for a dynamic, cross-platform world.”

The company says it will use massive data scale to establish “new currencies” for understanding consumers’ multiscreen behavior, and provide a more precise understanding of brand and consumer behavior.

“We have heard from our clients and stakeholders across the industry, and the message has been very clear: measurement needs to evolve,” a spokesperson said in an email. “With a spirit of innovation, determination and collaboration, our promise as the new comScore is that we will work swiftly to advance our industry.”

“We will provide a new model of measurement for the cross-platform world; one that is not merely evolutionary, but revolutionary,” they added. “It will be precise in answering your most detailed questions and unified in a way that takes the pain out of quantifying behavior across screens. Working with our partners we will extend our model to countries across the world, measuring audiences everywhere.

You can read more about the merger here.

Image via comScore