A TikTok ban is more likely now, you say? That’s not slowing down the company’s ad ambitions.
On Thursday, TikTok and Nielsen announced an integration that brings TikTok campaign data into Nielsen ONE for cross-platform measurement in the U.S. With the integration it’s the first time advertisers can directly compare TikTok campaign performance with other publishers/platforms across screens. Nielsen’s goal here is to offer one-stop for measurement across digital and TV as consumption and spend keep fragmenting.
One of the things we find interesting about partnerships like this is breaking down how the data flows plus the end result. Here’s what that looks like, we think, based on the press release’s overview:
A clean room processes TikTok’s campaign data alongside Nielsen’s extensive panel data, plus other data sources. Nielsen ONE aggregates the data, applying deduplication and demographic verification to make it usable for cross-platform comparisons. Then everything is standardized to allow for direct performance comparisons across different platforms and channels.
Why This Matters:
Despite facing regulatory challenges — to say the least — and competition from other platforms, TikTok continues to attract massive ad spend due to its popularity among Gen Z and its dominance on short-form video. (Spend has tapered a bit, however, due to the regulatory climate.)
For advertisers, the Nielsen and TikTok integration provides a fuller view of campaign performance across platforms, including TikTok’s contribution to total audience reach. This should help them better understand how their TikTok campaigns perform compared to other channels, optimize their media plans, and improve ROI through more informed decisions about cross-platform spend.
Experts React:
Jorge Ruiz, Global Head of Marketing Science TikTok, says, “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.”
Our Take:
What would happen if TikTok is banned? A shutdown would force advertisers to rapidly shift their social ad spend and strategies. Platforms like Instagram Reels and YouTube Shorts would likely benefit from increased ad spend, while Snapchat could seize the opportunity to grab market share. X could also benefit as it ramps up video capabilities and attracts returning advertisers.
