TikTok and Nielsen Partner to Deliver Cross-Media Ad Measurement

The collaboration enables advertisers to compare TikTok's ad performance across digital, connected TV, and linear platforms for more precise campaign planning.

Nielsen and TikTok have announced a partnership to integrate TikTok into Nielsen ONE, a platform for cross-media audience measurement.
This agreement allows advertisers to directly compare ad performance on TikTok with other media, including digital, connected TV (CTV), and traditional linear TV.
The partnership aims to provide advertisers with deeper insights into TikTok's role in audience reach and engagement across multiple platforms.
Nielsen's move to include TikTok follows similar agreements with platforms like YouTube, Roku, and Amazon Prime Video, as the company seeks to maintain its leadership in media measurement.
The deal comes as TikTok continues to face scrutiny over data security concerns, with potential future legal challenges under Donald Trump's second presidential term.