Snapchat’s New Data Deal Will Equip Marketers With More Third-Party Measurement

The program encourages big brands to buy ads

Snapchat is looking to increase its third-party measurement. Illustration: Dianna McDougall

While Snap’s stock price has continued to slip and the company has been under fire from investors uncertain that it can keep up with Facebook and Instagram, the company’s measurement game is expanding to arm advertisers with sophisticated metrics that helps Snapchat compare itself with all other media.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.