Marketers Want to Start Measuring Emoji Viewability

But not all agencies are on board

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As consumers increasingly communicate using emojis, brands have worked for the past couple of years to design and crank out sponsored stickers for messaging apps. Now, a tech firm is looking to measure them the same way marketers measure online and digital-video advertising.

Emogi, a messaging startup that reaches 10 million daily users, has partnered with Moat to measure how consumers use branded emojis and stickers. Chiefly, Emogi's data focuses on viewability, which measures how long digital ads are seen by humans.

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