Media measurement and analytics company Comscore has announced that Snapchat Discover traffic is being integrated into its digital audience measurement solutions.
To give publishers and media buyers a better view of audience size, engagement and potential value of Snapchat’s Discover, Comscore and Snapchat are partnering to include incremental Snapchat traffic from Discover within Comcore’s audience measurement solutions. According to the announcement this week, the inclusion helps partners “gain a more holistic view of audience scale” across all “owned-and-operated and distributed channels.”
“We are committed to helping our partners, and advertisers have a better understanding of their audience to build long-term, sustainable business models,” explained Nick Bell, Snap’s vice president of content. “Our integration with Comscore is another important step in our continued progress towards establishing valuable measurement practices.”
The integration will also give partners the ability to also “understand total audience engagement” and audience demographics “with a complete view of time spent consuming content, no matter the site or platform.”
The move is an important one as there are so many consumers viewing content through social platforms, therefore “it’s vital that this consumption is adequately accounted for,” said Dan Hess, chief product officer at Comscore. Complete measurement also allows partners to identify the potential value of content consumption.
To learn more about the new Snapchat Discover integration, you can contact Comscore.