TikTok partners with Nielsen to track the performance of ad campaigns across media

Tik Tok has it Formed a partnership With Nielsen that will allow advertisers and agencies to directly compare ad performance on TikTok across all screens, including digital, CTV and linear. Nielsen says the partnership will allow advertisers to get a better understanding of TikTok’s contribution to audience reach, while also helping them better position their ads across different media.

The company points out that capturing audience interactions on TikTok is crucial, as people move across different platforms and devices. Nielsen says it is equipped to offer cross-media measurement via Nielsen ONE, a platform that provides insights into cross-platform audience measurement.

“In a fragmented ecosystem, advertisers face increasing challenges to understand and prove the incremental value of each element of their media plan,” Amina Atay, general manager of audience measurement at Nielsen, said in a press release. “Integrating TikTok into Nielsen ONE opens up a huge piece of the puzzle, providing much-needed clarity and ultimately helping advertisers make the most informed decisions as they plan and measure their campaigns across platforms and publishers.”

Jorge Ruiz, global head of marketing science at TikTok, said in a statement that brands need to expand their reach beyond traditional channels, and TikTok’s integration with Nielsen ONE enables advertisers to understand and leverage cross-media engagement.

It should be noted that this is not the first time Nielsen has partnered with an entertainment platform to measure multimedia analytics using Nielsen ONE.

The company’s first media partner in The tool was YouTubewith Nielsen announcing back in 2022 that advertisers will be able to compare YouTube’s reach from desktop, mobile, and CTV to linear TV. A few months later, Nielsen launched a partnership with Roku to track viewership across media.

Nielsen also currently has a three-year agreement with Amazon Prime Video To measure viewership of the streaming service’s exclusive NFL Thursday Night Football broadcast.