Snapchat is looking to align the measurement it offers advertisers with that given by the likes of Facebook, announcing two new plays that will help brands better scrutinise the value of their media buys in the app.
First up, the messaging service has deepened its relationship with people-based marketing firm LiveRamp, launching a new solution it’s calling ‘offline sales impact’ (OSI) that it said will let brands measure the impact of their campaign on offline sales in a ‘privacy-friendly’ way (read: GDPR-compliant).
Brands involved in the beta trials, including Oreo and Cadbury, noted on average a 4% uptick in sales.
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Source: The Drum