Snapchat’s New Data Deal delivers even more third-party measurement to provide the ROI to brands using it

Despite a rocky period post-IPO, Snapchat is endeavoring to prove its worth to investors and brands alike through stepping up it’s measurement and analytics offering to prove its value as an ad platform.

Announced this week, Snapchat is launching a measurement program today that specifically addresses marketing mix modeling, with four data companies: Neustar Marketshare, Nielsen, Analytics Partners and Marketing Management Analysis.

The new program adds to Snap’s existing 15 measurement partners that track the app’s impressions, reach, targeting and viewability metrics. The goal is twofold: increase the likelihood that big brands will buy ads on Snapchat, and also attach those campaigns to third-party measurement that confirms the results of a campaign.

Source: Adweek