Data Intelligence joins TikTok Marketing Partner Program

Publicis Media, part of Publicis Groupe Romania, through its dedicated data arm – Data Intelligence – is proud to announce its official recognition as a badged partner in the Measurement category of the TikTok Marketing Partner Program. 

Notably, we are one of the inaugural 15 partners globally to receive this certification, underscoring our commitment to excellence in measurement and analytics. This partnership marks a significant step forward in enabling brands to measure and optimize the true business impact of their TikTok investments.

TikTok has redefined the digital landscape – not just as a social platform, but as an entertainment-first, video-centric experience that drives consumer exploration and cross-channel action. However, traditional last-click attribution models fall short when it comes to capturing the full influence of TikTok in the customer journey. To understand TikTok’s real return on investment, marketers need to go beyond surface metrics and adopt a more holistic approach to measurement.

Enter Media Mix Modeling (MMM)

As the advertising world shifts toward a privacy-first, cookie-less future, MMM has re-emerged as a trusted methodology for measuring marketing effectiveness across channels, without relying on user-level data. With TikTok’s new API, advertisers can now integrate paid and organic data for more accurate, automated insights and reduced manual work.

By combining TikTok’s proprietary tools with vetted MMM solutions, brands can access sophisticated, yet accessible insights, tailored for today’s fragmented media ecosystem. This empowers advertisers to make smarter investment decisions, better allocate budgets, and ultimately drive real business outcomes.

Based on Publicis Media benchmarks, MMM leads to return on investment improvement between 13% and 19%, depending on industry, brand position in market and investment in media.  

“I believe our focus on quantifying the business impact of media investments will bring real value, both to our collaboration with TikTok and to the relationships we build with clients. Excited for what lies ahead,” says George Mușat, Head of Business Analytics at Data Intelligence.

“By leveraging the advanced measurement capabilities offered through our partnership with TikTok, our campaign specialists at Performics will be able to optimize strategies more effectively, ensuring that every investment is strategically directed to maximize client outcomes” added Diana Ionel, Managing Director of Performics Romania, part of Publicis Groupe Romania.  

This partnership underscores Publicis Media’s commitment to advancing measurement excellence and helping brands unlock TikTok’s full-funnel potential through rigorous, data-driven strategies.

About Publicis Media
Publicis Media is part of Publicis Groupe Romania and a leading force in data-driven marketing, committed to delivering measurable business growth for its clients through cutting-edge analytics and media solutions.