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Brands spending money on Snapchat campaigns have demanded more performance data for the past several months, and now they appear to be getting at least some of what they asked for.
Nielsen today announced it has struck a deal with the app to offer marketers third-party stats on their Snapchat ads. The news could bring a higher level of legitimacy to Snapchat among brands and agencies thanks to Nielsen's history of tracking TV and digital channels. Snapchat offers what it calls "3V ads," letting brands take over consumers' smartphone screens with video promos.