Snapchat Is Rolling Out a New Viewability Score to Help Advertisers Know If People See Their Video Ads

It's working with Moat, which is subject to independent audits

The mobile app looks to improve its ad metrics. Sources: Getty Images, Snapchat

Snapchat isn’t going as far as letting the Media Rating Council independently audit its ad clients’ campaigns six weeks after the ANA called for all major digital platforms to do so. But it’s taking an MRC-minded step in that direction, while giving brands more insight into whether consumers actually see Snap Ads, the full-screen, vertical videos that have shaken up the industry in recent years.

@Chris_Heine Christopher Heine is a New York-based editor and writer.