TikTok And Nielsen Strike Measurement Deal
deadline.comNielsen is ushering in a new era of media measurement, announcing a deal with TikTok. Under the agreement, Nielsen will provide insights aimed at highlighting the value of ad messages appearing on the booming social media platform.
For the first time, Nielsen said in a press release, cross-media measurement data will allow advertisers and agencies to compare ad performance on TikTok across all screens, including digital, CTV, and linear.
The TikTok deal offers an interesting counterpoint to the ongoing disconnect with Paramount Global, a longtime media client which has been dark on Nielsen for the past two months due to a contract dispute.
TikTok itself, of course, remains under a degree of scrutiny as Donald Trump prepares to start his second presidential term.
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