IRI Partners with TikTok

IRI, a provider of solutions and services for consumer, retail, and media companies, has partnered with TikTok to deliver custom marketing and media mix effectiveness insights to retailers and manufacturers that advertise on the platform.

Through this partnership, IRI will incorporate TikTok's aggregated advertising reports into its marketing effectiveness solution, IRI Marketing Mix. The reports will provide retail marketers with a holistic view of their online and offline marketing efforts.

"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, in a statement. "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, in a statement. "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."