Nielsen is now offering a cross-media U.S. ad performance view that takes into account advertising on controversial social platform TikTok. As a result of the integration advertisers and agencies will, for the first time, be able to compare ad performance on TikTok across all screens, including digital, CTV, and linear. The analytics will be parsed via Nielsen ONE, a cross-media platform that debuted in alpha in May 2023 at which time it was scheduled for broad release in late 2024. Nielsen says the TikTok integration will provide “independent and verified reporting of demographic data” for campaign measurement via Nielsen ONE.

“For the first time, [Nielsen ONE] will allow advertisers and agencies to directly compare campaign performance on the TikTok social media platform to other publishers across all screens,” reports TV Technology.

The news comes as TikTok struggles to maintain its U.S. presence under current ownership after an appeals court denied its request to overturn the law that requires its parent ByteDance to sell to non-Chinese owners by January 19 or be banned here.

“Capturing audience engagement on platforms like TikTok is critical as audiences move seamlessly across platforms and devices,” Nielsen said in an announcement that emphasized the importance of a U.S. audience that TikTok, now eight years old, says numbers 170 million primarily mobile accounts.

Nielsen ONE has been actively seeking non-traditional media outlets to round-out its cross-media perspectives, and “currently also has a three-year agreement with Amazon Prime Video to measure viewership of the streaming service’s exclusive NFL Thursday Night Football telecasts,” according to TechCrunch, which reports YouTube and Roku were early partners.

Nielsen ONE debuted with alpha clients AMC Networks, Disney, Horizon, IPG media agency Mediahub, Sony Pictures Television and TelevisaUnivision, TV Technology wrote at the time, calling the launch “an important step forward in the company’s efforts to provide deduplicated cross-media metrics for ads and content.”

The measurement is powered by Nielsen’s “data from panels of over 1.2 million individuals and backed by the scale of the industry’s largest big data footprint and broadest coverage across digital, linear, streaming, and CTV,” according to the analytics giant.