Snapchat has partnered with ad verification specialist MOAT in the UK and France to offer third-party measurement for its video advertising.
Following a beta launch in the US last year, advertisers will now be able to measure “Human and Viewable” and “Human, Viewable, and Audible” video ad impressions, helping to determine campaign effectiveness and weed out ‘bot’ views.
In June 2016, Imran Khan, chief strategy officer for Snap, said it was boosting its measurement capabilities following calls from advertisers for a “clear definition of a video view”.
“We are partnering with MOAT to bring standard viewability measurement to Snapchat, and support MOAT as they move the industry forward by delivering a new metric that measures sight, sound and motion of a video.”
In the US, Snapchat offers 15 different third-party measurement solutions, including Nielsen mobile Digital Ad Ratings, Google DoubleClick, Oracle Data Cloud as well as MOAT.
Snapchat says it currently has more than 10m daily active users in the UK and 150m globally, watching over 10bn videos each day.
Last year the platform – which allows users to overlay branded filters to their own videos – attracted many big-name advertisers, including Sainsbury’s, Nationwide, EE, John Lewis and Mulberry.
Snap Inc. filed its paperwork for an initial public offering (IPO) in November 2016 that may value the platform at as much as $25 billion.