Following its deal with Nielsen to provide brand advertisers with some transparency on how many times their ads are shown, Snapchat is now reportedly teaming up with online measurement firm comScore to bring traffic measurement to the Discover channels, Snapchat’s content portals for publisher partners. By introducing a respected third-party like comScore, Snapchat can offer advertisers a clear idea of how many views each of the Discover channels receives. Last October, Snapchat started allowing brands to sponsor non-permanent Discover channels to showcase their branded content, and on Monday, Burberry became the first luxury brand to get its own Discover channel.
What Brands Need To Do
This partnership should bring more transparency to Snapchat ads, enabling brand advertisers to choose which Discover channels to advertise in. It also puts pressure on publishers to improve their content quality and compete to attract more traffic to their Discover channels, which would in turn bring in more eyeballs for brand advertisers. As Snapchat offers more clarity on its ad performance, brands looking to reach the app’s young-skewing users will have more data to adjust their Snapchat campaigns with accordingly.