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TikTok partners with Nielsen to track performance of cross-media ad campaigns

TechBrunchBy TechBrunchDecember 5, 20242 Mins Read
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TikTok has partnered with Nielsen to enable advertisers and agencies to directly compare ad performance on TikTok across all screens, including digital, CTV and linear. Nielsen said the partnership will give advertisers a better understanding of TikTok's contribution to audience reach, while also allowing them to better place their ads across a variety of media.

The company notes that capturing audience engagement on TikTok is important as people move across different platforms and devices. Nielsen says it has the ability to provide cross-media measurement through Nielsen ONE, a platform that provides cross-platform audience measurement insights.

“In a fragmented ecosystem, advertisers are increasingly required to understand and demonstrate the incremental value of each element of their media plan,” Amene Atai, general manager of audience measurement at Nielsen, said in a press release. stated in a release. “Integrating TikTok into Nielsen ONE unlocks a key piece of the puzzle, providing much-needed clarity and ultimately helping advertisers plan and measure cross-platform and publisher campaigns. , allowing you to make the most informed decisions.”

Brands need to expand their reach beyond traditional channels, and the integration of TikTok and Nielsen ONE will help advertisers understand and leverage cross-media engagement, Jorge Ruiz, global head of marketing science at TikTok, said in a statement. He said it would be possible.

It's worth noting that this isn't the first time Nielsen has partnered with entertainment platforms to measure cross-media analytics using Nielsen ONE.

The company's first media partner for the tool was YouTube, as Nielsen announced in 2022 that advertisers will be able to compare YouTube reach from computer, mobile, and CTV to terrestrial TV. A few months later, Nielsen began a partnership with Roku to track cross-media viewership.

Nielsen also currently has a three-year agreement with Amazon Prime Video to measure viewership for the streaming service's exclusive NFL Thursday Night Football telecasts.



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