Snapchat has launched a new measurement program with Neustar Marketshare, Analytics Partners, MMA (Mobile Marketing Association), and Nielsen which focuses on marketing mix modeling (MMM).
The Snap MMM Partner Program aims to offer advertisers more flexibility and precision in the measuring of their ad campaigns and performing MMM. It specifically looks at return on ad spend and the effect of Snap Ads on foot traffic
The program is a step in the right direction for Snap which has struggled to keep marketers happy on with its subpar measurement and tracking. This pressure has mounted with the company’s growing struggles since its IPO. However, its work through the program with Neustar, Analytics Partners, MMA and Nielsen should make its platform a more viable option for marketers – and the company will be hoping this proves that it can hang with Facebook and Instagram.
The program brings Snap’s measurement solutions to over 15 in total from the likes of Moat, Oracle Data Cloud, Nielsen mDar, Millward Brown, Innovid, Sizmek, Doubleclick, and more.