TikTok partners with Nielsen to track cross-media ad performance
The new deal enables advertisers to compare TikTok campaigns across digital, CTV, and linear screens
TikTok has struck a deal with Nielsen to give advertisers and brands tools to measure ad campaign performance. The partnership enables advertisers to compare TikTok ad performance with campaigns on other platforms, including digital channels, connected TV (CTV), and traditional linear TV.
Through this deal, TikTok will integrate Nielsen ONE, a measurement platform designed to offer advertisers cross-media insights. Nielsen claims this integration will provide a "holistic view" of how ad campaigns perform, including demographic data, for U.S. audiences.
According to Nielsen, Nielsen ONE uses cleanroom technology and Nielsen’s extensive data assets, the platform ensures independent, verified demographic insights.
Nielsen states the deal will let advertisers make more informed planning and measurement decisions. Jorge Ruiz, TikTok's Global Head of Marketing Science, said the collaboration “enables advertisers to understand and leverage cross-media engagement, driving meaningful results.”
Nielsen’s expanding role in media measurement
This is not Nielsen’s first partnership with a digital platform. The company has similar deals with Amazon Prime Video. The partnership is to support viewership tracking for Thursday Night Football broadcasts.
In 2022, Nielsen struck a deal with YouTube that will let advertisers measure YouTube’s reach across devices and compare it to linear TV. It also collaborated with Roku to enable cross-media viewership measurement for Roku campaigns.
‍