Nielsen, TikTok Join Forces On Holistic Cross-Media Measurement.

Nielsen says it is partnering with TikTok to unlock a cross-media view of ad campaign performance that includes TikTok in the U.S.

According to a news release, the integration “provides a holistic view of campaign performance across publishers and platforms, and for the first time, enables cross-media measurement so that advertisers and agencies can compare ad performance on TikTok across all screens, including digital, CTV, and linear. With a better understanding of TikTok’s unique contribution to audience reach, buyers can build more effective media plans, connect with the right audience, and improve return on media investment.”

Nielsen says the proliferation of multiple platforms and devices makes capturing audience engagement on TikTok and other platforms critical. Nielsen will deliver cross-media measurement via Nielsen ONE, utilizing cleanroom technology and Nielsen’s panels and data assets.

“In the dynamic video landscape, brands need to extend their reach beyond traditional channels. TikTok’s commitment to providing diverse measurement tools, including our integration with Nielsen ONE, enables advertisers to understand and leverage cross-media engagement, driving meaningful results,” Jorge Ruiz, Global Head of Marketing Science TikTok, says in the release.

Adds Ameneh Atai, GM of Audience Measurement at Nielsen: “Amidst a fragmented ecosystem, advertisers are increasingly challenged to understand and substantiate the incremental value of each element of their media plan. Integrating TikTok into Nielsen ONE unlocks a significant piece of the puzzle, providing much-needed clarity and ultimately helping advertisers make the most informed decisions as they plan and measure their cross-platform and publisher campaigns.”

Nielsen has recently expanded Nielsen ONE for advertisers, agencies and publishers to include outcomes capabilities, in addition to advanced audiences, planning and measurement.