TikTok Cross-Media Measurement 'First' for Nielsen

In the US, Nielsen and TikTok are working together to produce a cross-media view of campaign performance, including 'for the first time' the impact of ads on the addictive social media platform across 'all screens', including digital, CTV and linear.

The integration with TikTok uses cleanroom technology and taps Nielsen's panels and data assets to provide independent and verified reporting of demographic data for campaign measurement in Nielsen ONE. The ratings giant says that 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 their return on media investment.

Ameneh Atai (pictured), GM of Audience Measurement at Nielsen comments: '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'.

Web site: www.nielsen.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.