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


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.

Today, Snap, Snapchat’s parent company, is starting to offer select advertisers a viewability score—validated by measurement firm Moat—that’s designed to meet the MRC’s guidelines for whether videos warrant chargeable impressions.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in