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TikTok And Nielsen Strike Measurement Deal

Nielsen is ushering in a new era of media measurement, announcing a deal with TikTok.

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. When he was president before, Trump’s administration sought to compel TikTok to sell itself to a U.S.-based owner, labeling it as a security risk given its Chinese corporate parent, which shares user data with the government.

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