Snapchat Partners With Comscore, Making Third-Party Data Available
Take a look at the new partnership between Snap Inc. and Comscore and discover the reasons for it as well as why this is a good thing for advertisers.
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This past Monday, on November 5th, 2018, Snap Inc., the parent company of Snapchat and Spectacles, unveiled that they teamed up with Comscore, a measurement company for cross-platform audiences.
This now allows third-party data availability for Snapchat Discover, a feature within the app where users go to view "stories" from multiple media companies, according to Adweek.
According to The Wall Street Journal, advertisers had been wanting Snap to provide audited measurement figures. Small steps had previously been taken to provide more transparency, such as when Snap introduced Snap Pixel, which allowed advertisers to track and view who had seen their ads and purchased their products.
While it was in line with what they were asking for, advertisers and partners wanted more, and now, with Comscore, Snap Inc. is delivering the measurement practices that people want.
According to Nick Bell, Vice President at Snap Inc., "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. Our integration with Comscore is another important step in our continued progress towards establishing valuable measurement practices."
Comscore tweeted on Monday that they are excited about the partnership.
Dan Hess, chief product officer at Comscore, echoed Bell's thoughts and excitement and is happy that "both publishers and media buyers have a more complete view of audience size, engagement, and potential value."
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