Nielsen and TikTok Join Forces for Cross-Media Ad Measurement

Nielsen has entered into a strategic partnership with TikTok, offering advertisers a new way to measure the performance of ad campaigns across multiple platforms. This collaboration leverages Nielsen ONE, the company’s integrated platform for cross-media measurement, allowing agencies and advertisers to assess how their campaigns are performing not just on TikTok, but also across digital, connected TV (CTV), and linear media in the U.S.

The main goal of the partnership is to provide brands with a comprehensive, cross-media view of their ad campaign performance. By analyzing TikTok’s contribution to audience reach alongside performance across other platforms, the partnership helps advertisers maximize their return on media investments. This data will give brands deeper insights into audience engagement, especially as consumers increasingly move seamlessly across different platforms and devices.

Jorge Ruiz, Global Head of Marketing Science at TikTok, highlighted the significance of the partnership, noting that TikTok’s aim is to provide advertisers with the tools needed to extend their reach across diverse media channels. He explained, “TikTok’s commitment to providing diverse measurement tools enables advertisers to understand and leverage cross-media engagement, driving meaningful results.”

Ameneh Atai, GM of Audience Measurement at Nielsen, also commented on the integration, saying it fills an important gap in the advertising space by offering more clarity and enabling advertisers to make informed decisions when planning cross-platform media campaigns. This initiative comes as part of Nielsen’s ongoing efforts to modernize its measurement capabilities, focusing on delivering robust, data-driven insights to the advertising community.

The partnership aims to help advertisers gain more accurate insights by leveraging Nielsen’s extensive data assets and advanced cleanroom technology. The integration offers verified demographic reporting and precise campaign measurement, ensuring the highest level of accuracy in advertising analytics. The collaboration comes at a time when cross-media ad performance measurement has become essential for brands seeking to optimize their media strategies.

Nielsen has been enhancing its measurement solutions over recent years. The company has expanded its offerings, including new outcomes capabilities and advanced audience tools, while also improving its coverage across a variety of platforms, from traditional linear TV to newer streaming and CTV options.

As a result, this new partnership with TikTok allows Nielsen to continue evolving its offerings to keep pace with the rapidly changing media landscape. The partnership is poised to help advertisers stay ahead of the curve, offering them the most accurate and reliable insights into how their campaigns are performing across a diverse range of platforms. By using Nielsen ONE, agencies and brands can expect enhanced visibility into their cross-media efforts, ultimately helping them reach their marketing goals more effectively.