With the new deal, Nielsen will provide insights that highlight the value of ad messages on TikTok, allowing for cross-media measurement across all platforms.
TikTok's Global Head of Marketing Science stated that brands must extend their reach beyond traditional channels, which this integration with Nielsen ONE will facilitate.
Advertisers face challenges in a fragmented ecosystem and integrating TikTok into Nielsen ONE offers valuable clarity and helps make informed decisions.
The partnership between Nielsen and TikTok marks a shift towards non-traditional measurement tools, enhancing advertisers’ understanding of cross-media engagement.
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