IRI and TikTok Link to Track Media Mix Effectiveness

In the US, consumer data giant IRI has partnered with video-focused social media giant TikTok, to deliver custom marketing and media mix effectiveness insights to retailers and manufacturers advertising on the platform.

Through this partnership, IRI will incorporate TikTok's aggregated advertising reports into its marketing effectiveness solution, IRI Marketing Mix. Optimized specifically for marketing mix models, the reports will help provide retail marketers with a 'holistic view' of their online and off-line marketing efforts, enhancing CPG brands' ability to understand the effectiveness of their campaigns on the TikTok platform.

Jennifer Pelino, EVP of Global Media Solutions at IRI, says the deal will enable brands to better understand their marketing effectiveness and make the most of their TikTok advertising spend. Jorge Ruiz, Global Head of Marketing Science at TikTok, adds: 'Partnering with leaders across the measurement industry allows TikTok to understand advertiser needs through advanced, privacy-safe modeling techniques and how companies are leveraging our platform to successfully engage their audience and measure success. Our goal is to help clients reach their full potential with the TikTok community and maximize growth'.

Web site: www.iriworldwide.com .