MINNEAPOLIS, MINN. June 4th, 2025 –– TikTok selected Ovative Group, an independent media, measurement, consulting, and creative firm, as a Measurement Partner. Ovative was chosen as one of the first TikTok Marketing Partners in the Measurement category with a focus on Media Mix Modeling (MMM). Recognized for its innovative EMRge™ Modern MMM+, Ovative joins an exclusive group of companies selected by TikTok for their proven expertise in enabling advertisers to drive sustainable growth on the platform.
“We’re proud to be named a TikTok Measurement Partner, recognizing our deep measurement expertise and shared commitment to delivering smarter, data-backed results that drive real business impact.” – Andy Pierce, VP of Paid Social at Ovative Group
As an entertainment-first ad platform, TikTok’s content sparks action well beyond a single click—kicking off a cross-platform journey historically undervalued by last-click models. By combining Ovative’s EMRge™ Modern MMM+ with TikTok’s advanced measurement solutions, brands can make better, bolder investment decisions by seeing TikTok’s real ROI.
“Clients increasingly look to understand TikTok’s broader role in their effective marketing mix. The user journey isn’t linear, and media mix models provide a more holistic view of revenue-driving insights. By working with Ovative, 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.” – Jorge Ruiz, Global Head of Marketing Science at TikTok
Ovative was selected for its Modern MMM+ capability, a core feature of its marketing intelligence platform, EMRge™. Ovative’s Modern MMM+ provides actionable media insights by measuring incremental media impact weekly.
This news follows Ovative’s groundbreaking research revealing TikTok’s full-funnel impact. Using its proprietary EMRge™ Modern MMM+, Ovative uncovered that TikTok drives 23x higher ROI than last-click models suggest. Powered by Ovative’s holistic Enterprise Marketing Return (EMR) metric, EMRge™ challenged the outdated notion that TikTok investments don’t drive meaningful revenue growth—proving TikTok’s powerful role in the broader marketing mix.
“Last-click models miss TikTok’s true impact. With EMR, we’re uncovering its real revenue-driving power and long-term value—helping brands invest smarter and unlock returns they’ve been overlooking.” – Beth McKigney, SVP of Measurement and Technology Solutions at Ovative Group
Over the past 15 years, Ovative has relentlessly focused on driving measurable business impact through data, strategy, and performance. This outcome-focused approach has shaped the firm into a privately-owned powerhouse, serving top brands like Boost Mobile, American Eagle Outfitters, Domino’s, General Mills, and Patagonia. Always looking ahead, Ovative is redefining what it means to be a modern marketing firm through advanced analytics, AI, and deep expertise. And they’re just getting started.
See the full list of TikTok Measurement Partners here.
ABOUT OVATIVE GROUP
Ovative Group is an independent, full-funnel media, measurement, and creative firm. Leveraging our deep industry expertise, we help brands like Domino’s, Facebook, The Home Depot, General Mills, Disney, and UnitedHealth Group transform their media and measurement programs. The result? Profitable growth that speaks for itself.
At Ovative, we don’t just track data, we redefine success. How do we do it? Our proprietary MarTech platform, EMRge helps businesses transform marketing into a driver of sustainable growth. Powered by Enterprise Marketing Return (EMR), our differentiated approach to holistic media buying, planning, and measurement, EMRge is the first MarTech platform to measure businesses holistically. We’re all about raising the bar every day, and it shows. Our work has been recognized by organizations like Digiday, Google, Inc. 5000, USA Today, and Search Engine Land. For more information about Ovative, visit our website or follow Ovative on Facebook, Instagram, LinkedIn, and Twitter.
