NIQ, a global leader in consumer intelligence, has earned a partner badge in TikTok’s newly launched Media Mix Modeling (MMM) program – a focus area within TikTok’s Marketing Partners Program. The Marketing Partners Program is composed of carefully selected third-party partners across different categories and specialties who have met TikTok’s rigorous standards for quality and expertise. Badging signals advanced proficiency in media analytics, ensuring state-of-the-art MMM measurement for marketers around the world.

As a badged MMM Marketing Partner, NIQ can help advertisers measure the full funnel impact of their marketing campaigns on TikTok and TikTok Shop, enabling them to optimize strategies based on data-driven insights that look beyond last click attribution.

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As part of the Marketing Partners Program, TikTok’s new reporting API is integrated into NIQ, providing automated TikTok data delivery to NIQ that eliminates error-prone manual processes, accelerates NIQ’s reporting capabilities, and supports NIQ’s ongoing measurement model training and campaign optimization guidance. As the volume and frequency of brands and agencies advertising on TikTok increases, TikTok’s API will enable NIQ to integrate more TikTok campaign data into NIQ’s marketing mix models, unlocking powerful marketing performance insights for advertisers to refine their mix of media investments.

“We are thrilled to expand our longstanding relationship with TikTok by becoming a badged MMM Marketing Partner, providing further validation of NIQ’s rigorous measurement capabilities,” said Jason Tate, General Manager of Marketing Effectiveness, NIQ. “Our sophisticated measurement solutions enable advertisers to look beyond last click attribution to understand the true impact of their marketing campaigns on TikTok. This is particularly valuable on TikTok, where people discover products through entertainment, not just by clicking on ads.”

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NIQ’s marketing mix models can be utilized by advertisers around the world to measure the impact of TikTok campaigns.

“TikTok is continuously strengthening measurement capabilities, providing more actionable insights for your TikTok campaigns,” said Lorry Destainville, Global Head of Product Partnerships at TikTok. “Clients increasingly look to understand TikTok’s broader role in their effective marketing mix. By working with one of our vetted Marketing Partners, advertisers can better understand TikTok’s media effectiveness in relation to their media mix and leverage those insights toward stronger business results.”