Snapchat plans to expand its ad measurement solutions by integrating with Integral Ad Science, the ad measurement and analytics company.
Snapchat advertisers will now be able to more effectively measure ad fraud and viewability across their in-app video inventory.
The announcement follows a six-month beta trial with Integral Ad Science. Until recently, brands using Snapchat were not able to measure viewability and fraud of their video campaigns, potentially raising uncertainty over campaign success rates.
Integral Ad Science provides measurement tools to assess the percentage of fraudulent views, in-view ads and completed views.
“For advertisers, the reassurance that their video advertising campaigns can now be verified across Snapchat is a key development, offering greater transparency into campaign performance,” explained Nick Morley, EMEA MD at IAS. “The beta proved to be so successful that it was immediately clear how much brands and agencies value the ability to advertise where their audiences are, while effectively protecting their digital advertising investments.”
With over 188 million daily users, it is becoming more important that brands are able to accurately assess the success of their campaigns on Snapchat.
Around 50 brands participated in the beta trial with Integral Ad Science.