To improve cross-media ad measurement, TikTok and Nielsen announced a partnership. Through this collaboration, TikTok is integrated into Nielsen ONE, a tool that offers data on viewer engagement across digital, connected TV (CTV) and traditional linear TV. Although this move gives advertisers more opportunities, several analysts doubt that it actually solves the problems with cross-platform measurement.
The goals of the partnership
The goal of the TikTok-Nielsen partnership is to give advertisers a better understanding of their advertising efforts. By comparing ad effectiveness across screens, advertisers can gain a deeper understanding of TikTok’s distinct audience reach with Nielsen ONE.
Jorge Ruiz, TikTok’s Global Head of Marketing Science, emphasized the importance of extending ad reach beyond traditional channels. “Our integration with Nielsen ONE enables advertisers to understand and leverage cross-media engagement, driving meaningful results,” he said.
Nielsen’s Ameneh Atai echoed this sentiment, noting that the fragmented media ecosystem makes it difficult for advertisers to evaluate the value of each platform. She added that this partnership “unlocks a significant piece of the puzzle,” helping advertisers create more informed media plans.
What’s new?
The collaboration leverages clean room technology, a secure digital space where TikTok shares its internal performance data. Advertisers can compare this with their own metrics, ensuring that no sensitive data is leaked. Nielsen claims this setup offers an independent and verified measurement of TikTok’s ad performance, which could help advertisers optimize their strategies.
This partnership mirrors Nielsen’s earlier collaborations with platforms like YouTube, Roku and Amazon Prime Video. But TikTok’s entry into the social media-first advertising market may confirm TikTok’s status as a popular platform for advertising.
Is it really groundbreaking?
Not everyone is convinced. Value Creation Labs CEO Zach Servideo argued that integration “leaves a lot to be desired” for marketers looking for comprehensive cross-platform measurement. He suggested advertisers dig deeper into how Nielsen’s clean room technology works, as not all solutions are equally effective.