Adweek: Snapchat’s New Data Deal Will Equip Marketers with More Third-Party Measurement

Snapchat is encouraging brands to buy ads on its platform. According to an Adweek article, the company launched a measurement program today that specifically addresses marketing mix modeling (MMM) with four data companies Neustar Marketshare, Nielsen, Analytics Partners and Marketing Management Analysis. The move is designed to help Snapchat keep up with other social media platforms like Facebook and Instagram.

The move is designed to help Snapchat keep up with other social media platforms like Facebook, Instagram and Twitter. But that’s not the only reason for the change—addressing MMM will increase the likelihood that bigger brands will purchase ad spots on Snapchat, and then add third-party measurement to confirm the results of those campaigns. That will then allow brands to track the success of their marketing efforts, which is a critical step for emerging platforms to overcome.

“As marketers have moved from traditional channels to newer, emerging channels, the challenge is,” ‘Are they really able to understand the impact of sales driven by Snap or Instagram or something else and bringing the impression-level data and all the spend level?’ Now marketers can get a sense of that,” said Neustar VP of product marketing Julie Fleischer in an interview with Adweek. “Any marketer that is spending on Snap wants to understand what the impact on it is. The challenge with newer platforms or walled gardens is how do you bring that in so that you can measure them in the context of everything else without blind spots?”

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