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Snap looks to prove the effectiveness of its ad tools with new measurement program

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By Jessica Goodfellow | Media Reporter

August 2, 2017 | 3 min read

Snap has rolled out a measurement program with Neustar Marketshare, Analytics Partners, MMA, and Nielsen as it looks to graduate from advertising darling to serious competitor of online ad budgets.

The company has been plagued with complaints from marketers about poor ad measurement and tracking since it first starting getting serious about advertising a year ago when it consolidated its products under one service, Snap Ads.

Since it's IPO, pressure has heaped on the tech company to prove to investors that it can sit at the table with Facebook and Instagram – the platforms eating at Snap's ad budget with near carbon-copies of its AR and Stories products.

Snap looks to prove the effectiveness of its ad tools with new measurement program

Snap looks to prove the effectiveness of its ad tools with new measurement program

To quell such fears the photo-sharing app has struck a series of deals with third-party measurement companies including Oracle, Moat and Nielsen over the past year to allow advertisers to verify the success of their campaigns.

Now the social giant is rolling out a new measurement program in partnership with Neustar Marketshare, Nielsen, Analytic Partners and Marketing Management Analytics to address marketing mix modeling (MMM).

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This partnership will afford Snapchat advertisers "even more flexibility and precision in measuring their campaigns," the company wrote. The program specifically measures return on ad spend (ROAS) and sales lift.

It takes the number of measurement partners Snap works with to 15, with others including Millward Brown, Innovid, Sizmek, DoubleClick and more.

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