NIQ Joins TikTok Marketing Partners Program

NIQ, a provider of consumer intelligence, has earned a partner badge in TikTok's Media Mix Modeling (MMM) program as part of TikTok's Marketing Partners Program.

As a badged MMM Marketing Partner, NIQ can help advertisers measure the full funnel impact of their marketing campaigns on TikTok and TikTok Shop. TikTok's new reporting API is integrated into NIQ, providing automated TikTok data delivery to NIQ, enable NIQ to integrate more TikTok campaign data into its marketing mix models, unlocking marketing performance insights for advertisers.

"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 at NIQ, in a statement. "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."

"TikTok is continuously strengthening measurement capabilities, providing more actionable insights for your TikTok campaigns," said Lorry Destainville, global head of product partnerships at TikTok, in a statement. "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."