The partnership, which includes TikTok in the US, will provide a view of campaign performance across publishers and platforms to allow advertisers and agencies to compare advertising performance on TikTok across digital, connected television and linear.

The integration with TikTok uses cleanroom technology and Nielsen’s panels and data assets to provide reporting of demographic data for campaign measurement in Nielsen’s cross-media measurement platform Nielsen ONE. 

Ameneh Atai, general manager of audience measurement at Nielsen, said: “Amid 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,”

Jorge Ruiz, global head of marketing science at TikTok, added: “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.”