Integral Ad Science and Snap Inc. Partner for Growth
Integral Ad Science (NASDAQ: IAS), a global leader in media measurement, is thrilled to announce a significant enhancement to its partnership with Snap Inc. (NYSE: SNAP). This expansion aims to provide advertisers with advanced tools to evaluate and enhance the effectiveness of their ads on the popular platform Snapchat.
Comprehensive Measurement Coverage
The updated partnership brings comprehensive third-party measurement capabilities for Viewability and Invalid Traffic (IVT) specifically for Chat Feed ads. Advertisers can now gain deeper insights into user engagement, allowing for more strategic decision-making in their campaigns across all Snapchat ad formats.
Utilizing Sponsored Snaps for Targeted Advertising
With an astounding 469 million daily users, Snapchat provides a unique environment for advertisers. Sponsored Snaps enable brands to reach their audience directly, blending seamlessly with the platform's popular Chat Feed. This native advertising feature enhances brands' ability to engage with users authentically and effectively.
Advancing Advertiser Transparency and Safety
As emphasized by Fintan Gillespie, Global Director of Ad Partnerships at Snap Inc., advertisers continually seek effective ways to engage Snapchatters with campaigns that deliver quality results. The incorporation of Sponsored Snaps into their advertising strategy provides brands with even more interactive and transparent options that are beneficial in establishing high-quality engagements.
In line with this commitment, Lisa Utzschneider, CEO of IAS, highlighted the importance of transparency in digital media. By expanding their partnership with Snapchat, IAS not only reinforces its dedication to third-party verification but also enhances advertiser confidence in the valuation of their ad investments.
Key Features of IAS' Total Media Quality for Snap
With the enhanced partnership, IAS now offers essential features:
- Comprehensive Measurement: Advertisers gain access to Viewability, Brand Safety, and Suitability Measurement through the IAS Signal dashboard.
- Brand Protection: Validate that media is displayed alongside content that aligns with brand objectives, with customizable reports for insight.
- Transparency: Access metrics on ad engagement, including Time-in-View and Invalid Traffic rates.
- Advanced Multimedia Classification: Utilizing industry-leading machine learning technology, IAS accurately classifies content on a frame-by-frame basis.
- Global Reach: Support for all languages offered on Snapchat, including various ad formats like Story Ads and AR Filters.
Launch of New Initiatives
Since their initial collaboration in 2018, IAS and Snap have worked together to enhance advertising measurement capabilities, with key initiatives rolled out over the years. The partnership has introduced important features like Brand Safety and customized attention measurement tools which underscore the commitment to continuous improvement in ad effectiveness across the platform.
About Snap Inc.
Snap Inc. is at the forefront of technology with a mission to enrich the way people live and interact. Their flagship product, Snapchat, serves as a visual messaging app that promotes authentic connections among users. Moreover, they offer innovative solutions through Lens Studio and AR glasses, ensuring users can infuse creativity into their everyday interactions.
About Integral Ad Science
Integral Ad Science is a leading global media measurement and optimization platform that focuses on delivering actionable data for the world's largest advertisers and media platforms. IAS is dedicated to providing trustworthy and transparent data to enhance brand safety and improve ad performance in the digital landscape.
Frequently Asked Questions
What is the purpose of the partnership between IAS and Snap?
The partnership focuses on enhancing ad measurement capabilities on Snapchat, helping advertisers validate and optimize their campaigns effectively.
How many users does Snapchat have daily?
Snapchat boasts an impressive daily user base of approximately 469 million people.
What features does IAS offer to advertisers on Snapchat?
IAS provides comprehensive measurement, brand protection, transparency insights, advanced multimedia classification, and support for various ad formats.
When did IAS and Snap first collaborate?
The two companies began their partnership in 2018 to enhance ad measurement for global advertisers.
What is IAS's mission?
IAS aims to be the global standard for trust and transparency in digital media quality, ensuring ads are seen by real users in secure environments.
