NIQ announced that it has earned a partner badge in TikTok’s Media Mix Modeling (MMM) program, a milestone that signals advanced proficiency in measuring full‑funnel impact on the platform and its emerging TikTok Shop channel.
The badge comes after the company integrated TikTok’s reporting API into its platform, enabling automated delivery of campaign data and allowing advertisers to assess the reach, frequency, and conversion effects of TikTok spend across the customer journey.
The partnership follows NIQ’s strong Q3 2025 earnings, in which revenue rose 7.2% to $1.052 billion and Adjusted EBITDA margin expanded 300 basis points to 21.3%. The company raised its full‑year 2025 guidance, reflecting confidence in continued revenue growth and margin improvement.
Management highlighted the strategic importance of the TikTok partnership. CEO Jim Peck said the MMM badge “demonstrates NIQ’s ability to deliver actionable insights on one of the world’s fastest‑growing advertising channels,” while CFO Mike Burwell noted that the integration “enhances our data‑driven approach and positions us to capture the expanding social‑commerce market.”
The social‑commerce market is projected to exceed $2 trillion by 2025, and TikTok’s role as a marketplace is growing rapidly. By adding TikTok to its measurement suite, NIQ can offer clients deeper insights into consumer behavior and attribution across a channel that blends entertainment and e‑commerce.
Investors responded positively to the earnings, citing the revenue beat and margin expansion as key drivers. Analysts had a consensus EPS estimate of $0.05; NIQ reported $0.03, a miss of $0.02, but the revenue beat and guidance raise offset the EPS shortfall in the market’s view.
The MMM badge strengthens NIQ’s competitive position against other measurement firms by providing a more comprehensive view of TikTok’s advertising ecosystem, aligning with the company’s broader AI‑driven strategy and its focus on high‑margin intelligence services.
Overall, the partnership and the Q3 results together reinforce NIQ’s trajectory of revenue growth, margin expansion, and strategic expansion into high‑growth digital advertising channels.
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