Digital Marketing News

A Partnership Between Comscore and Snapchat to Launch A New Measurement Tool

This week, Snap Inc. announced a new partnership with Comscore in order to roll out an effective way for all Publishers to get more credit from all viewers who watch their Snapchat Discover – a section on Snapchat app that has the best of social networks, magazines, and television in a redesign of its Omani-entertainment app, it includes media brands like ESPN, MTV, Vice and The New York Times.

Comscore is an American media measurement and analytics company providing marketing data and analytics to media and advertising agencies; and publishers. The company has a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights. Comscore allows media buyers and sellers to quantify their multi-screen behavior and make business decisions with confidence. They are a proven leader in measuring digital and set-top box audiences and advertising at scale.

According to this new partnership, the traffic of Snapchat Discover will integrate into Comscore’s digital audience measurement solutions. Snapchat’s vice president of content, Nick Bell confirmed this integration and said “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,” he also added “Our integration with Comscore is another important step in our continued progress towards establishing valuable measurement practices.”

In the same context, this new integration between Snap Inc. and Comscore Inc. will enable partners and advertisers to:

  • Gain a more holistic view of audience scale with the addition of audiences viewing a publisher’s contennt on Snapchat to traffic from the publisher’s own entities.
  • Understand total audience engagement with a complete view of time spent consuming content, no matter the site or platform.
  • Better understand total audience demographics with the inclusion of Snapchat audiences.

On this front, such this integration with Comscore Inc. will provide Snapchat with a set of great advantages; it can help the Snapchat platform be more transparent to advertisers, in addition to enable the company to build more trust with advertisers as it seeks additional ways to monetize its shrinking user base.

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