Nielsen is on board to measure Snapchat’s video ads, and it’s a big deal for both companies. It marks the first time that Snapchat’s video ads will be measured by an independent third party – and as such, marks a growing confidence on Snapchat’s part that their numbers are good enough to share. (Only weeks ago, Viacom made a deal to sell U.S. advertising for Snapchat, and bundle it with TV packages.) For Nielsen’s part, this marks a coup for its still relatively young Digital Ad Ratings division, just as the company is trying stake its claim in the digital measurement arena. Under the partnership, Snapchat will report mobile audience reach, frequency, demographic composition, and gross ratings points for its “3V” full-screen video ad campaigns.
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