Nielsen will for the first time enable US advertisers to directly compare campaign performance on TikTok with other publishers, via a new partnership with the ByteDance video app.

The integration will enable advertisers and agencies to compare ad performance on TikTok with other platforms, including digital, Connected TV (CTV), and linear television. The new feature aims to assist buyers in building more effective media plans, connecting with the right audience, and improving return on media investment.

The integration utilises cleanroom technology and Nielsen’s panels and data assets to provide independent and verified reporting of demographic data for campaign measurement in Nielsen ONE. Nielsen has recently expanded Nielsen ONE to include outcomes capabilities, in addition to advanced audiences, planning and measurement.

“In the dynamic video landscape, brands need to extend their reach beyond traditional channels. TikTok’s commitment to providing diverse measurement tools, including our integration with Nielsen ONE, enables advertisers to understand and leverage cross-media engagement, driving meaningful results,” said Global Head of Marketing Science at TikTok, Jorge Ruiz.

Nielsen’s measurement is powered by person-level data from panels of over 1.2 million individuals and is backed by the scale of the industry’s largest big data footprint and broadest coverage across digital, linear, streaming, and CTV. Nielsen is a global leader in audience measurement, data and analytics.

“Amidst a fragmented ecosystem, advertisers are increasingly challenged to understand and substantiate the incremental value of each element of their media plan. Integrating TikTok into Nielsen ONE unlocks a significant piece of the puzzle, providing much-needed clarity and ultimately helping advertisers make the most informed decisions as they plan and measure their cross platform and publisher campaigns,” said GM of Audience Measurement at Nielsen, Ameneh Atai.