Snapchat’s New Measurement Capabilities Promise Greater Ad Transparency for Marketers
IAS Coverage Now Includes Sponsored Snaps in Chat Feeds
Advertisers seeking more robust tools to assess their Snapchat campaigns have reason to pay attention: Snap Inc. has expanded its collaboration with Integral Ad Science (IAS), bringing third-party measurement for Sponsored Snaps within the Chat Feed. The move enables comprehensive validation for key metrics like Viewability and Invalid Traffic (IVT), as well as enhanced reporting around brand safety and suitability across all Snapchat ad formats.
Why Advertisers Are Likely to Welcome Expanded Transparency
Every day, 469 million people use Snapchat to connect, share, and discover content—making it a highly attractive platform for brands looking to reach Gen Z and Millennials. However, as digital advertising grows more complex, marketers are demanding clearer, independent verification that their messages are actually being seen by real users, and in environments that fit their brand image.
With IAS now providing measurement coverage for the Chat Feed—a core area of user engagement—advertisers can better understand how Sponsored Snaps are performing in real time. This gives brands deeper insight into metrics such as Time-in-View, rates of invalid traffic, and comprehensive brand safety, helping them make smarter spending decisions.
Key Takeaways From the IAS and Snap Expansion
| New Features | Benefit for Advertisers |
|---|---|
| Viewability & IVT Measurement for Chat Feed Ads | Confirms ads are seen by real people, not bots, directly within the most used Snapchat feature |
| Brand Safety & Suitability Reporting | Ensures ads appear alongside content that matches brand values |
| Comprehensive, Customizable Reporting | Delivers deeper insight for optimizing future campaigns |
| Industry-Leading Multimedia Classification | Combines image, audio, and text for advanced content analysis and brand safety |
| Global Reach Across All Snapchat Ad Formats | Gives multinational advertisers the confidence to scale campaigns |
Historical Context: Snap and IAS Double Down on Trust and Quality
Snap and IAS have partnered since 2018 to validate viewability and reduce ad fraud on the platform. More recently, they rolled out Brand Safety and Suitability Measurement for broader Snapchat campaigns, as well as custom attention metrics in partnership with Lumen Research. This expanded measurement agreement signals a continued focus on quality and transparency—a critical factor as brands demand accountability from social media partners.
What This Means for the Future of Advertising on Snapchat
The ability to measure ad performance with independent, real-time data provides both reassurance and a competitive advantage to advertisers. It signals that Snapchat is investing in tools that go beyond engagement to emphasize quality, safety, and value. As digital ad budgets grow more scrutinized, platforms that deliver proven results and transparent measurement are likely to gain a bigger share of brand dollars.
For marketers and investors alike, this move positions Snap as a serious player in performance-focused social media marketing. Advertisers should keep an eye on how these new tools influence campaign outcomes and consider how measurement partnerships can enhance the overall effectiveness of digital spending.
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