Snapchat picks Nielsen for ad measurement

This extends Snapchat’s current measurement and is the first time it’s used campaign ratings measurement from an independent provider.  Nielsen will measure Snapchat’s 3V ads – the full screen, vertical video ads that users view by choice in the premium and curated Discover and Live Stories features on Snapchat.

It means Snapchat can access mobile audience reach, frequency, demographics and gross ratings points (GPRs) for Snapchat 3V campaigns – similar metrics to those across TV and digital.

Digital Ad Ratings measurement of two additional Snapchat ad products – its Sponsored Geofilter and Sponsored Lens campaigns – will be available in the future.