Snapchat and brands are excited about each other. But working together has been somewhat difficult mainly because the format is so different and Snapchat hasn’t been able to provide numbers that translate to what advertisers and agencies are used to transacting on.
That is changing, though, with Nielsen’s announcement today that Snapchat will begin to leverage Nielsen Digital Ad Ratings (DAR) to measure the audiences of its 3V advertising (vertical, video, views = 3Vs) on mobile devices.
As the bulk of linear TV inventory is still bought and sold based on Nielsen’s ratings system, Snapchat’s choice in its third party measurement partner Read full story ›
Source: The Drum
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