NIQ has deepened its role in the marketing measurement landscape by joining TikTok’s Marketing Partners Program with a dedicated focus on Media Mix Modeling. The global consumer intelligence company has earned a Media Mix Modeling badge, signaling that TikTok has recognized NIQ as a qualified partner capable of delivering advanced analytics and measurement for advertisers looking to understand the platform’s full impact. As Media Mix Modeling becomes increasingly important for brands seeking more accurate performance insights beyond last click attribution, NIQ’s certification positions the company to support marketers through more comprehensive and data grounded evaluation.
TikTok’s Marketing Partners Program consists of a curated group of third party companies that have met the platform’s standards for expertise and technology readiness. The Media Mix Modeling badge identifies partners with demonstrated excellence in analytics and measurement sophistication, giving advertisers a clearer path to reliable evaluation of TikTok campaigns across the full marketing funnel.
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As a badged partner, NIQ can now help advertisers evaluate how their TikTok activity influences awareness, consideration, sales, and other outcomes across both TikTok and TikTok Shop. The approach aligns with a growing industry shift toward Media Mix Modeling as marketers seek to understand cross channel influence rather than relying solely on direct response metrics. By expanding measurement to full funnel impact, NIQ aims to offer clearer visibility into how TikTok contributes to business growth and how advertisers can adjust investment for better results.
A key part of the partnership is the integration of TikTok’s new reporting API into NIQ’s platform. The automated data delivery replaces manual processes and reduces the risk of errors, while accelerating reporting and supporting NIQ’s ongoing model training. As more brands and agencies increase their investment in TikTok, the API enables NIQ to incorporate larger volumes of campaign data into its Media Mix Modeling systems, improving the precision of measurement and the quality of optimization guidance.
Jason Tate, General Manager of Marketing Effectiveness at NIQ, said the partnership validates the company’s approach. “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,” he said. “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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Lorry Destainville, Global Head of Product Partnerships at TikTok, highlighted the growing importance of actionable insights. “TikTok is continuously strengthening measurement capabilities, providing more actionable insights for your TikTok campaigns,” Destainville said. “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.”
As brands accelerate spending on TikTok and seek more accountable measurement, Media Mix Modeling is emerging as a cornerstone of modern marketing analytics. NIQ’s new status within TikTok’s partner ecosystem positions the company to support advertisers worldwide as they work to evaluate performance across channels, refine investment strategies, and drive more informed decision making. In a landscape where attribution continues to evolve, the partnership underscores how Media Mix Modeling will shape the next phase of digital marketing effectiveness.
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