In a major move for advertisers, AdAge stated:
On December 5, 2024, Nielsen announced a collaboration with TikTok to offer cross-media measurement of ad campaign performance in the U.S. This integration enables advertisers and agencies to compare ad performance on TikTok with other platforms across digital, connected TV (CTV), and linear channels. By incorporating TikTok into Nielsen’s measurement system, advertisers can gain a comprehensive view of their campaigns’ reach and effectiveness, facilitating more informed media planning and investment decisions.
This partnership reflects Nielsen’s ongoing efforts to modernize its measurement capabilities, especially in the evolving digital and streaming landscape. The integration utilizes cleanroom technology alongside Nielsen’s panels and data assets to provide independent and verified demographic data for campaign measurement. This development is part of Nielsen’s broader strategy to deliver unified, cross-media solutions that offer deduplicated views of audience engagement across various platforms and devices.
This is great news for advertisers as the media landscape continues to enlarge for media choices. More choices means a better ability to test and then choose the most effective media to engage for media dollars spent.