Nielsen has announced a partnership with social video platform TikTok that gives advertisers a greater ability to measure and compare the effectiveness of their campaigns on that service and others.

The integration of TikTok into Nielsen One will allow marketers to gauge the effectiveness of their spots that run on TikTok’s mobile phone, tablet and smart TV apps, and compare those campaigns to ones run on other online and TV platforms, the companies said on Thursday.

“In the dynamic video landscape, brands need to extend their reach beyond traditional channels,” said Jorge Ruiz, the Global Head of Marketing Science at TikTok. “TikTok’s commitment to providing diverse measurement tools, including our integration with Nielsen One, enables advertisers to understand and leverage cross-media engagement, driving meaningful results.”

“Amidst a fragmented ecosystem, advertisers are increasingly challenged to understand and substantiate the incremental value of each element of their media plan,” Ameneh Atai, the General Manager of Audience Measurement at Nielsen, said in a statement. “Integrating TikTok into Nielsen One unlocks a significant piece of the puzzle, providing much-needed clarity and ultimately helping advertisers make the most informed decisions as they plan and measure their cross-platform and publisher campaigns.”

TikTok is one of the largest online video services in the world, boasting a global monthly active user base of 1 billion, including 150 million in the United States.

Nielsen has long been the gold standard of measurement on broadcast radio, over-the-air television and cable and satellite platforms, and is continuing to evolve into a firm that provides measurement across connected platforms when possible. Earlier this year, Nielsen’s first-party live-streaming measurement solution received accreditation by the Media Ratings Council.