IRI partners with TikTok to provide granular media measurement solutions to advertisers


News and research before you hear about it on CNBC and others. Claim your one week free trial for StreetInsider Premium here.

CHICAGO–(BUSINESS WIRE)–IRI®, a fast-growing global leader in innovative solutions and services for consumers, retailers and media companies, today announced that it has partnered with TikTok to provide tailored insights into marketing and media mix effectiveness to consumer retailers and manufacturers who advertise on the platform.

Through this partnership, IRI will integrate TikTok’s aggregated, privacy-focused advertising reporting 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 improve the ability of CPG brand advertisers 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 TikTok’s fastest growing marketing and advertising platforms and a leader in measurement with IRI,” said Jennifer Pelino, Executive Vice President of Global Media Solutions at IRI. . “The direct connection allows brands to better understand their marketing effectiveness and get the most out of their TikTok ad spend.”

“We are excited to continue our measurement journey globally,” said Jorge Ruiz, Global Head of Marketing Science at TikTok. “Partnering with leaders in the measurement industry enables TikTok to understand advertisers’ needs through advanced, privacy-friendly modeling techniques and how businesses are leveraging our platform to successfully engage. their audience and measure success.Our goal is to help customers reach their full potential with the TikTok community and maximize growth.

About IRI

IRI unifies technology, analytics, and data to reimagine the way people and businesses make decisions, act, and optimize performance. With the largest repository of shopping, media, social, causal and loyalty data, all integrated into an on-demand, cloud-based technology platform, IRI helps guide its more than 5,000 customers through the world in their quests to capture market share, connect with consumers, collaborate with key players, and deliver market-leading growth. For more information, visit

About the IRI Global Media Partner Ecosystem

IRI fundamentally believes that delivering differentiated growth to its clients requires a deep and highly integrated partnership with a variety of top companies. As such, IRI works closely with a wide range of industry leaders across multiple industries and sectors to create innovative joint solutions, services and access to help its customers collaborate and be more competitive on their various markets and to exceed their growth objectives. IRI is committed to its partnership philosophy and continues to actively enhance its open ecosystem of partners through alliances, joint ventures, acquisitions and affiliations. The IRI Global Media Partner ecosystem includes leading companies such as Amobee, Analytics IQ, Epsilon, Experian, Google, Ispot, LG Ad Solutions, LiveRamp, Loop Me, Meta, NBCU, Neptune, Ogury, OmniCom, PlaceIQ, The Trade Desk, Valassis, Viant and Yahoo!.

Useful link:

TikTok Blog:
Media Mix Modeling: Marketing Effectiveness Leaders Join to Help Advertisers Scale

Contact IRI:

Shelley Hughes

E-mail: [email protected]

Telephone: (312) 731-1782

Source: IRI


Comments are closed.