Italian
TikTok could become a bigger part of advertisers’ measurement mix under a new pact unveiled Thursday with Nielsen.
The two companies have struck a partnership that will give advertisers and buying agencies the ability to compare ad performance on the quick-hit streaming-video site with that of other digital, connected-TV and linear outlets. The hope is that the new data will help advertisers place their commercials across various media with more precision.
“Amidst a fragmented ecosystem, advertisers are increasingly challenged to understand and substantiate the incremental value of each element of their media plan,” said Ameneh Atai, Nielsen’s general manager of audience measurement, in a statement. Having TikTok under Nielsen’s measurement should help “advertisers make the most informed decisions as they plan and measure their cross platform and publisher campaigns.”
After grappling with challenges and pushback from major clients during the coronavirus pandemic, Nielsen has been working to improve its methodology and remain in a leadership position when it comes to measuring the media activity of consumers. The company has in recent months struck new alliances with Amazon Prime Video, and has been rolling out a suite of new data and technology upgrades it hopes will give it a new edge, even as upstart rivals such as iSpot and VideoAmp make headway on Madison Avenue.
Popular on Variety The Media Rating Council, an independent organization that monitors measurement companies, recently granted accreditation for the integration of first-party live streaming data into national TV measurement.
Still, the company continues to wrangle with pushback. Paramount Global, owner of CBS, dropped its use of Nielsen several weeks ago, in what was said to be a debate over costs. Paramount has been scrambling to cut its structure as it works to be acquired by Skydance Media, a transaction expected to close in 2025.
