CHICAGO — IRI is partnering with TikTok to deliver custom marketing and media mix effectiveness insights to consumer retailers and manufacturers that advertise on the platform.

Through this partnership, IRI will incorporate TikTok’s aggregated, privacy-centric advertising reports into its marketing effectiveness solution, IRI Marketing Mix. Optimized specifically for marketing mix models, the reports will help provide retail marketers with an accurate, comprehensive, granular and holistic view of their online and offline marketing efforts. This will enhance CPG brand advertisers’ ability to understand the effectiveness of their campaigns on the TikTok platform and help them budget, plan and optimize their marketing and media spend.

“It’s exciting to bring together one of the fastest growing marketing and advertising platforms in TikTok and a measurement leader with IRI,” said Jennifer Pelino, executive vice president of Global Media Solutions at IRI. “The direct connection enables brands to better understand their marketing effectiveness and make the most out of their TikTok advertising spend.”

“We are thrilled to be furthering our measurement journey globally,” said Jorge Ruiz, global head of Marketing Science at TikTok. “Partnering with leaders across the measurement industry allows TikTok to understand advertiser needs through advanced, privacy-safe modeling techniques and how companies are leveraging our platform to successfully engage their audience and measure success. Our goal is to help clients reach their full potential with the TikTok community and maximize growth.”