Dou­bleV­er­i­fy, an audi­ence mea­sure­ment and ver­i­fi­ca­tion solu­tion, is now a Snapchat Mea­sure­ment Part­ner, adding to the list of social media plat­forms Dou­bleV­er­i­fy part­ners with to pro­vide viewa­bil­i­ty mea­sure­ment.

Why we should care

Dou­bleV­er­i­fy offers the most com­pre­hen­sive third-par­ty viewa­bil­i­ty mea­sure­ment for Snapchat cam­paigns, with cov­er­age across Snapchat’s Fil­ter, Lens, Snap Ad (dis­play and video) and Sto­ry Ad for­mats. It is the only mea­sure­ment provider approved to mea­sure viewa­bil­i­ty on Snapchat Lens cam­paigns.

The com­pa­ny now has mea­sure­ment part­ner­ships with Snapchat, Face­book, Insta­gram, YouTube and Twit­ter. By adding Snapchat, Dou­bleV­er­i­fy can now offer cus­tomers a more com­pre­hen­sive pack­age to ver­i­fy their social adver­tis­ing cam­paigns — keep­ing them from hav­ing to turn to a vari­ety of solu­tions to mon­i­tor viewa­bil­i­ty and ad fraud.

“Mea­sure­ment across plat­forms can vary dra­mat­i­cal­ly,” said Dou­bleV­er­i­fy CEO Wayne Gat­tinel­la, “Dou­bleV­er­i­fy uses con­sis­tent eval­u­a­tion stan­dards across envi­ron­ments — includ­ing web, mobile app and social, mak­ing it eas­i­er for adver­tis­ers to bench­mark per­for­mance across their entire media plan.”

More on the news

  • Snapchat has more lim­it­ed part­ner­ships with third-par­ty viewa­bil­i­ty mea­sure­ment providers Moat and Inte­gral Ad Sci­ence. Moat is approved to audit Snap Ads, Sto­ry Ads and Fil­ters, but not Lens­es. Inte­gral Ad Sci­ence can audit viewa­bil­i­ty for Snap Ads.
  • In Jan­u­ary, Dou­bleV­er­i­fy announced an inte­gra­tion with MoP­ub, to help adver­tis­ers reduce invalid traf­fic and in-app ad fraud on the Twit­ter-owned mobile ad exchange.
  • A recent report from the ANA revealed that ad fraud loss­es will total $5.8 bil­lion glob­al­ly in 2019.

The post Snapchat adds Dou­bleV­er­i­fy as brand safe­ty, viewa­bil­i­ty mea­sure­ment part­ner appeared first on Mar­ket­ing Land.

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