Snapchat pens ad fraud and viewability deal with DoubleVerify

Wayne Gattinella DoubleVerify
DoubleVerify CEO Wayne Gattinella

Snapchat has teamed up with DoubleVerify, a digital media measurement software and analytics platform, to enable brands to measure viewability and prevent ad fraud.

The partnership means that brands are now able to authenticate the quality of Snapchat campaigns using DoubleVerify’s viewability and fraud verification technology. DoubleVerify’s technology will provide coverage across Snapchat’s filter, lens, Snap ad, and story ad formats.

“DV’s mission is to give advertisers clarity and confidence in their digital investment across buying platforms, channels and media formats,” said Wayne Gattinella, CEO of DoubleVerify. “Our partnership with Snapchat deepens DV’s quality coverage across the social media ecosystem.”

DoubleVerify already partners with Facebook, Instagram, YouTube, and Twitter to offer its technology.

“Measurement across platforms can vary dramatically,” added Gattinella. “DV 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.”