Snapchat eyes measurement deal with ComScore to woo publishers

Publishers using Snapchat's Discover platform could soon get access to numbers from ComScore, allowing them to better measure how their content is consumed on the messaging app.

A report from Digiday suggests that Snapchat is in talks with the the cross-platform measurement firm around getting its publishers connected to the service –something that would let media owners include Snapchat numbers in their overall pitch to advertisers.

A growing throng of publishers are signing up to Snapchat Discover, with the image-sharing service counting BuzzFeed, the Daily Mail, Vice and Mashable among its clients.

Snapchat has been making steps towards developing the measurement tools it offers brands in recent months. At the start of 2016 it announced it was set to leverage Nielsen's Digital Ad Ratings (DAR) to measure the audiences of its '3V' advertising offering (vertical, video, views) and report on the impact of campaigns.

Facebook's Instant articles service, which hosts publishers' content within its new feed, currently uses ComScore integration to share analytics.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering events in Europe and the US like Ad Week, Dmexco, Dreamforce and Ciclope.

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