Snapchat has collaborated with Comscore, an American analytics company, hereon content partners and advertisers would have access to third-party data.
The collaboration was struck to attain their goal to provide more transparency and to fulfil requests for third-party data from partners and advertisers.
“We are committed to helping our partners and advertisers have a better understanding of their audience in order to build long-term, sustainable business models. Our integration with Comscore is another important step in our continued progress toward establishing valuable measurement practices”, said Nick Bell, VP Of Content, Snapchat.
Snapchat and Comscore would focus on Discover use and would transfer data daily. Comscore would now offer data from Snapchat Discover, besides their previous ventures.
“With so many consumers viewing content through social platforms, it’s vital that this consumption is adequately accounted for. We are excited to partner with Snap to integrate Discover traffic into our digital audience solutions so that both publishers and media buyers have a more complete view of audience size, engagement and potential value”, said Dan Hess, Chief Product Officer, Comscore.
The partnership would dispense a more wholesome report about the audiences viewing content. Content Partners would have a complete report of engagement across all platforms to better understand demographics.