Snap has just partnered with media measurement platform Comscore in order to integrate Snapchat Discover traffic with Comscore’s digital audience measurement solutions.
The addition means that advertisers can now calculate total viewership on Discover, the app section that provides content from big publishers such as MTV and The New York Times, using Comscore.
“We are committed to helping our partners and advertisers have a better understanding of their audience in order to build long-term, sustainable business models,” said Nick Bell, vice president of content at Snap. “Our integration with Comscore is another important step in our continued progress towards establishing valuable measurement practices.”
Specifically, the integration means that partners can get a more holistic view of their audience’s scale and measure total audience engagement. Furthermore, it helps advertisers to understand their audience demographics more effectively.
“With so many consumers viewing content through social platforms, it’s vital that this consumption is adequately accounted for,” said Dan Hess, chief product officer at Comscore. “We are excited to partner with Snap to integrate Discover traffic into our digital audience solutions so both publishers and media buyers have a more complete view of audience size, engagement, and potential value.”
Although Snap does provide its own internal measurement options, the addition of Comscore marks a step towards added transparency for the platform.