By Rebecca Stewart

Snapchat has now rolled out Nielsen mobile Digital Ad Ratings (mDAR) in the UK, marking its first international measurement offering.

As the messaging service continues to scale up its ad offering, the move is a sure sign that it wants to open the door for brands to better measure how their content is consumed on the platform.

The partnership with Nielsen, will effectively allow advertisers to measure their video ads in a similar manner to how they do so for TV.

Snapchat announced that its US campaigns would get the Nielsen treatment back in February to measure the audiences Read full story ›

Source: The Drum