In a timely announcement, TV audience measurement firm iSpot.tv has recently revealed an integration with short-form video king TikTok, launching its Unified Measurement Platform on the social-video app. This comes as the ByteDance-owned platform is wooing advertisers, amid a summer of sports that has attracted many eyeballs, online conversations, and ad dollars with them. iSpot’s tool measures TV advertising across hundreds of streaming platforms and services as well as traditional linear networks, allowing advertisers to measure and make use of cross-media engagement. Advertisers will be able to determine their reach on TikTok through brand-level reporting, and improve media buys for connected TV and linear with the incremental reach of TikTok ads, iSpot alleges. To back arguments on the efficiency of…