Comscore yesterday announced a new partnership with Snap to integrate Snapchat Discover traffic into Comscore’s digital audience measurement solutions.
Comscore says the inclusion of incremental Snapchat traffic represents another step forward in ensuring that Comscore provides the most comprehensive coverage of audience traffic on both owned-and-operated and distributed platforms.
“We are committed to helping our partners and advertisers have a better understanding of their audience in order to build long-term, sustainable business models. Our integration with Comscore is another important step in our continued progress towards establishing valuable measurement practices.”Nick Bell, vice president of content at Snap
This new integration will allow Comscore partners to:
- Gain a more holistic view of audience scale with the addition of audiences viewing a publisher’s content on Snapchat to traffic from the publisher’s own entities.
- Understand total audience engagement with a complete view of time spent consuming content, no matter the site or platform.
- Better understand total audience demographics with the inclusion of Snapchat audiences.
“With so many consumers viewing content through social platforms, it’s vital that this consumption is adequately accounted for.. We are excited to partner with Snap to integrate Discover traffic into our digital audience solutions so both publishers and media buyers have a more complete view of audience size, engagement, and potential value.”Dan Hess, chief product officer at Comscore