Snapchat’s New Data Deal Will Equip Marketers With More Third-Party Measurement

“While Snap’s stock price has continued to slip and the company has been under fire from investors uncertain that it can keep up with Facebook and Instagram, the company’s measurement game is expanding to arm advertisers with sophisticated metrics that helps Snapchat compare itself with all other media.

While Snap’s stock price has continued to slip and the company has been under fire from investors uncertain that it can keep up with Facebook and Instagram, the company’s measurement game is expanding to arm advertisers with sophisticated metrics that helps Snapchat compare itself with all other media.

Snapchat is launching a measurement program today that specifically addresses marketing mix modeling, or MMM, with four data companies: Neustar Marketshare, Nielsen, Analytic Partners and Marketing Management Analytics. The new program adds to Snap’s existing 15 measurement partners that vet the app’s impressions, reach, targeting and viewability metrics. The goal is twofold: Increase the likelihood that big brands will buy ads on Snapchat and also attach those campaigns to third-party measurement that confirms the results of a campaign…”

(Credit: Adweek)

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