Nielsen, TikTok Strike Measurement Pact

variety.com:

Brian Steinberg Senior TV Editor 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.