The news: TikTok has partnered with Nielsen to allow advertisers to measure and compare ad performance across digital, connected TV, and linear TV platforms. This builds upon the platform’s announcements at NewFronts.

The integration comes at a crucial time, as TikTok will reach 117.9 million US users in 2025, per our forecast.

Why it matters: Cross-platform performance has become an imperative in today's fragmented media landscape—and measurement is the top 2025 priority for US marketers by a large margin (see chart).

• An analysis of 21 campaigns measured by iSpot revealed that, on average, 58% of TikTok ad impressions reached viewers who had not seen the TV versions of those campaigns. In other words, the platform clearly extends campaigns’ reach.
• The partnership helps validate TikTok's evolution into a mainstream advertising platform, bringing its measurement capabilities in line with established players like YouTube and Roku.
• Independent measurement through Nielsen's clean room technology addresses growing industry demand for transparency and verified demographic data.

A win for Nielsen: This deal demonstrates the company’s effort to stay relevant in modern media measurement. The measurement giant faces significant headwinds, including the loss of Paramount as a client and growing competition from iSpot and VideoAmp.

• Recent wins include Media Rating Council accreditation for streaming measurement and strategic partnerships with Amazon and Roku.
• While the TikTok partnership strengthens Nielsen's cross-platform capabilities, the company must continue innovating to justify its premium pricing and maintain market leadership.

Our take: TikTok's Nielsen ONE integration represents a major move to strengthen its position in the advertising ecosystem, though the timing raises interesting questions given the platform's potential regulatory challenges, including a US-mandated January 2025 ban.

• Still, the partnership could prove particularly valuable for advertisers trying to navigate the complexities of cross-platform media investments.
• With its substantial unique reach and commitment to industry-standard measurement, TikTok is making it increasingly difficult for advertisers to ignore its potential, even amid the questions about its future in the US.
• The platform's ability to deliver independent, third-party verified data through Nielsen might just help cement its position as a must-have component of comprehensive advertising strategies.

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