• by Gavin O'Malley  @mp_gavin, January 12, 2011

comScore today is expected to announce a partnership with fellow market research firm MarketShare. Per the deal, MarketShare plans to integrate comScore's search, display, mobile and video data into their marketing analytics.

The ascendance of online media and marketing makes the partnership a no brainer, according to William Merchan, MarketShare's vice president of business development. "As digital media becomes even more integral to marketers' overall allocations, we are constantly looking for additional ways to deliver value-added insights as well as measure how online interacts with offline," said Merchan.

Going forward, MarketShare hopes to offer clients more specific, deeper online analysis.

The contributed comScore data, which goes beyond their syndicated partner reports, is used in aggregate and does not contain personally identifiable information.

MarketShare will also gain access to all online activity pertaining to a client's Web site, online marketing and search activities.

Founded in 2005, MarketShare's platform provides a combination of technology, data, modeling services. The company is based in Los Angeles, California with offices in San Francisco, New York, London, Tokyo and Bangalore.