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Nielsen, TikTok Strike Measurement Pact
Nielsen and TikTok strike measurement pact that will help advertisers compare their performance on the short-form video platform with other media
“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. 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.
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