Measurement and analytics platform DoubleVerify can now be used to authenticate ad viewability and help prevent digital ad fraud and sophisticated invalid traffic on Snapchat following a partnership between the two companies that was revealed Thursday.
Brands can begin using DoubleVerify’s viewability and fraud verification technology and data to help maximize the effectiveness of their campaigns on the messaging application.
The company also has similar partnerships with Facebook, Instagram, YouTube and Twitter.
Snapchat confirmed the partnership with DoubleVerify, saying the company joins roughly 20 third-party measurement options including Nielsen, Millward Brown, Google DoubleClick, Neustar, Placed, Oracle Data Cloud, Datalogix and Moat.
And marketers can access real-time metrics on Snap Ads (impressions, completions, enhanced cost per thousand impressions, enhanced cost per view) and filters (swipes, views, uses, reach, use rate) through the Snap Pixel.
DoubleVerify CEO Wayne Gattinella said in a release, “Measurement across platforms can vary dramatically. DoubleVerify 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.”